In theory it's supposed to just distinguish between necessities and non-necessities and trivialize non-necessities, but without condemning them. Treats are good. Everybody likes having treats. But they are just treats and we could live without them if we had to.

That's how I see it, too.

But that nuance is often lost in favor of "treats bad."

It sometimes gets caught up in "criticizing treat bad, treat critic bad" too.