Probably because T.O. has a reputation for being "cocky" so making his product "Humble Pie" is cleaver. I'm pretty sure people thought that T.O. needs to be humbled so now he is eating "Humble Pie".
@wheywhey raised a good point. Its interesting that they are marketing this toward men. If they say the pie is good for those who work out and want to watch carbs or if this pie is high in protein or something then this would be genius. I know weight lifters give them selves a "cheat day".
If T.O. makes snacks that are healthy but serve as an athletes treat he would probably make good money.