I also don't understand what Kraft is doing you telling you how to make macaroni cheese... What's in a 'Kraft mac and cheese' box that it still requires making, and yet is also some kind of recipe kit?
It's hardly a complex recipe from 'scratch' (eg http://www.bbcgoodfood.com/recipes/8834/bestever-macaroni-ch...).
Where are you from? sticks of butter are a commonly understood quantity in Australia. Usually that's a safe bet that in other commonwealth countries it's the same.
> Where are you from?
Most people seem to mix that crap in cold and end up with dry, pasty mush.
Many American staples are throwbacks to the depression era, where buying a flat of Campbell's soup was a safer bet than buying a bunch of tomatoes and cream. Since then, marketers have capitalized on that sense of consistency, as well as feelings of nostalgia, to ingrain that sort of food into the American psyche.