Have you seen the commericals for Rancher's Reserve meat products (at Vons, Safeway and Dominick's)?
If not, watch them and then come back to read the rest of this.
OK, did you watch them or keep reading?
Now, did the concept of horsemeat come to mind?
100% Tough (horse) 100% Tender (meat)
All of the commericals that I have seen on local TV have had the first part with a horse and the second part they show meat being grilled. I know they are not selling horsemeat, but it does come to mind everytime I see any of the commericals.