Marketers have long known that a name can make all the difference when you're trying to move the merch. The kiwifruit was once the Chinese gooseberry, after all - at least until the produce peddlers wised up - and the Chilean sea bass was once the singularly unappetizing Patagonian toothfish.

More and more NFL players have been willing their bodies to science so that their brains can be studied even if they die of other causes.

As MBA professors endlessly tell their students, companies do best when they stick to what they do well. There's a reason Apple doesn't make blenders. There's a reason Haagen-Dazs doesn't sell meat. And there's a reason drug companies should focus on saving and improving lives - not jeopardizing them.

There may be no more-radioactive term in the English language than what we now almost always refer to as the 'n-word' - itself a coy means of linguistic sidestepping that is a sign of how perilous it is to utter the thing in full, even in conversations about language.

There's no one place a virus goes to die - but that doesn't make its demise any less a public health victory. Throughout human history, viral diseases have had their way with us, and for just as long, we have hunted them down and done our best to wipe them out.

No one ever pretended that shopping for anything is a rational experience. If it were, would there be Fluffernutter? Laceless sneakers? Porkpie hats? Would the Chia Pet even exist?

Psychopaths know the technical difference between right and wrong - which is one of the reasons their insanity pleas in criminal cases so rarely succeed; they just fail to act on that knowledge.