Not everyone is taking it lying down. As reported in Mother Jones, a group called The Center for Science in the Public Interest has had enough with the labeling shenanigans already, and has filed a class-action lawsuit against General Mills over their product Cheerios Protein. In a California federal court, CSPI alleges that "General Mills falsely and misleadingly markets Cheerios Protein to children and adults as a high protein, healthful alternative to Cheerios," when, in fact, it is anything but. I won't spoil it for you, by all means click over to the article for full details, but I will say that it seems you are getting something extra when you buy Cheerios Protein, but it's more than just protein.
Not pictured: the "S" word.