And it only cost $2 million (and climbing fast) to come up with.

(Forbes) — “When it comes to eating, what’s more simple than a plate?” First Lady Michelle Obama asked this morning at the unveiling of the U.S. Department of Agriculture’s newest tool for nutritional standards, MyPlate.

Today the U.S.D.A. announced that they’ve killed off the dietary guidelines outlined by previous food pyramids released in 1991 and 2005—and have replaced it with a new diagram in the shape of dinner plate in response to rising obesity rates in children.

. . . But critics are concerned that the cost of MyPlate may not be so “good.”

According to the New York Times, the U.S.D.A. has already spent $2 million developing and promoting the plate logo, costs that covered research, focus groups and the creation of a new Web site. That total will likely swell after publicity efforts are kicked off in the first year of the new  campaign announced this morning by First Lady Obama, who promised that her Let’s Move initiative would continue to work to promote MyPlate in coming months.

“Since seeing the plate icon, I can’t help but look at my own plate differently,” Obama said. “I find myself doing a quick checklist to know that I have a balanced meal. I know that in the months to come millions of Americans will be doing the same thing thanks to MyPlate.”