Corporate fish mongery has really lucked out with this Omega 3 fatty acids hoopla. Apparently Omega 3 fatty acids are good for kiddlywinks' brains. Apparently Omega 3 fatty acids reside in fish (and flaxseeds and walnuts, but that's beside the point). "Boo yah!", says everyone from the fish monger to the candlestick maker, "Let's put essence of fish where it's never been before and market our fishified wonderworld to the Omega 3 crowd".
Yesterday I bought pomegranate juice. "Pomegranate juice", said the label, which also happened to sport the letters "OMEGA 3". Omega 3, schmomega 3, thought I, and thought nothing else of it at all, until, idling away from the juice providore, inspecting the packaging from all angles, indulging in pomegranatical thoughts, I glanced at the list of ingredients. Refined fish oil. This, in letters the size of flea droppings, tucked down the bottom of the rear guard label. Refined fish oil. And why would it be, I wonder, that they don't mention the refined fish oil somewhere where an unsuspecting pomegranate juice fancier might actually notice it? Big letters: Pomegranate and Fish Juice, Freshly Pressed European Carp and Fruit Extracts, Do Not Sup From This Bottle Oh Ye Who Would Prefer Not to Drink Liquefied Fish, etc. I'm in a minority, I know, but these things matter to me.