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.
http://www.ranchersreserve.com/commercials.asp
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.