I just don't understand the value in that... Swap the "dry cheese flavouring" for a bit of cornflour (or plain) and real cheese, and you have better fresher macaroni cheese with no difficulty increase; probably cheaper too.
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.
Most people seem to mix that crap in cold and end up with dry, pasty mush.