Colgate Ad

I don't know, I get perplexed to see the Colgate advertisement every time. They show that the Shells become more resistant to breakage after being treated with the Colgate dental paste. Means what..??? They mean to suggest that the dead shells actually become resistant, and the most important thing to mention, they were soaked just overnight. Is that really really possible?? Going by that theory, a subject's teeth must have become rock solid by now. Ha ha ha...