Years ago, the folks who make Kentucky Fried Chicken decided that for marketing reasons, they'd try to hide or at least play down the fact that their fried chicken was fried. They began stating that KFC stood for Kitchen Fresh Chicken. At around the same time, Kellogg's didn't change the makeup of their Sugar Frosted Flakes. They just changed the name to Frosted Flakes.
Now, High Fructose Corn Syrup is getting a new moniker. Somehow, it all reminds me of the real bad golfer who turned to his caddy after 17 holes of terrible shots and divots and lost balls and going way over par. They were at the eighteenth hole — the most difficult one on the whole course — and he asked his caddy, "How do you think I should play this hole?"
And the caddy answered, "Under an assumed name."