Putting lipstick on a pig: 'Corn Sugar'

You may or may not have heard this story, but the Corn Refiners Association isn't happy with the poor image of high fructose corn syrup. No, not because of its link to obesity, childhood diabetes and other health claims, but largely because sales of HFCS is at a 20-year low. So, they've proposed a new name for the substance: corn sugar.

I'll totally buy things with corn sugar in it now...

My question: Why is a name change needed if HFCS is totally safe? Are we once again trying to mislead consumers with jargon?

Other articles on the subject:
- Press release from the Corn Refiners Association
- The Atlantic: 'High-Fructose' Just Sounds Bad; Sorry, Corn Refiners: The Name 'Corn Sugar' Is Already Taken
- AlterNet: Industry Tries to Pull a Fast One on Consumers by 'Rebranding' High Fructose Corn Syrup