Like you, I'd heard scares about cell phones increasing the risk of brain cancer. While this is a scary story, it's not so vivid. After all, it takes years to get brain cancer, there are countless factors involved and it's impossible to test. It's hard to visualize and easy to rationalize.
Popcorn, on the other hand, is a totally different story.
I'm just wondering... can you find a story this vivid for your product or service? Pass the bluetooth headset, please. [Won't get fooled again? Stephen writes in and says the video is a hoax. And I found a video online of a repeat of the experiment that didn't work. Snopes is silent on the matter, pointing out that eggs don't cook, but nothing about popcorn.
If it's a hoax, it's not ethical marketing, but it's still vivid.]