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Based on my experience as a designer, I would say that idea was to separate "BS" from the ingredients and make the phrase more impactful. "No B.S" also works as a tagline in a way that "0 B.S." doesn't

"what's OBS?" {moves gaze to next product}

That was exactly my thought after reading the article. I'm always wondering whether subtle differences in how I would have done something are meaningless, or due to my lack of understanding of whatever it is I'm looking at (in this case advertising).