We may be reading too much into this: http://www.google.com/trends?q=base+10%2Cdirac%2Ccheerios...
This is a US specific plot, but the world wide one is similar. There are plausible explainations for a correlation between the type of breakfast and the school cycle.
The spike at the end of 2007 appears for any queries when you look at the world-wide data.