Is "Fear of Bacteria" under threat

I think the last decade has seen the marketers capitalize on our fear of bacteria. The USP , if I were to use the term has been used by all from the toilet cleaners to the soaps to toothpaste guys. And this has been helping the sale of these products. But if suppose some one were to turn the concept on it's head and tell the consumers that some amount of bacteria (even the bad ones) is essential for healthy growth of children the fear of bacteria will come under threat and the marketers would be a worried lot.

This theory is called "hygiene hypothesis", which essentially says that diseases affect more individuals in the modern world where hygiene is given utmost importance.The exposure of bacteria early on helps develop a better immune system. But then what happens to the "100% Bacteria Free" proposition...