I love hot fish.

HOT FISH. Yep, that's the HOT FISH truck.

I happened across this gem during my St. Louis / East Alton adventure.

Who was the marketing consultant on this one? They have taken something good and made it sound kinda gross. Hey, I love hot fish. Give me a baked bass or fried flounder filet and I'm in hog heaven. But I wouldn't call it "hot fish." I wouldn't walk in the door and say, "Honey, I've got a hankering for some hot fish tonight, how 'bout you?"

It's all about sales.

Take, for example, "wet meat." I also love wet meat. Pulled pork, beef brisket, lamb stew, etc. But if someone came cruising down the pike with a "wet meat" truck, you can be sure as sirloin that I'd keep away from it. "Sticky Poultry" and "Pork n' Juice" are also to be avoided.

So, East Altoners (Altonites?)... you have to learn to "sell the sizzle, not the steak."

That's my gem for the day.