Orange roughy was originally called slimehead and Patagonian toothfish sold better once they changed its name to Chilean sea bass. Now British supermarket chain Sainsbury’s is renaming pollack just for the halibut. They say they’re doing it because people are embarrassed to ask for it since the name sounds like bollocks, Brit slang for testicles. Not to mention that it’s close to racial slang for the fine people of Poland. The supermarket chain has launched a campaign complete with fresh new packaging, calling the fish “colin,” which is pronounced “co-lan.” You know, kind of like the last portion of the digestive system. Cooking the fish will from now on be known as a colinoscopy. That should help sales.