branding

Once upon a time, there was a creature known as the Portuguese toothfish.  When American seafood started trending, it seemed like a natural fit.  The toothfish was large, tasty, and relatively easy to catch.  A perfect pairing.  One problem, though — turns out, no one wanted to eat something called a toothfish.  So the powers that be decided it would be known instead as a Chilean seabass.  Problem solved.