Here's a classic example of the power of naming. The man who discovered the Patagonian Toothfish in Chile back in 1977 was surprised at how unpopular the fish was. Loaded with rich oil that makes it easy to cook and mighty tasty, he attributed it's lackluster sales to the unappealing name and nasty looks. After renaming it Chilean Seabass, sales quickly began to jump and what was once selling for $1 / lb. became hard to find for less than $10/lb. The fish grew to be so popular it became threatened by overfishing and now is much harder to find than it's heyday in the late 90's.