[Notforprophet]

Okay I see your point. I read somewhere that this Patagonian toothfish suddenly became popular when they renamed it as Chilean sea bass.

NFP

[ErnBatavia]

They really did explode in popularity and the fisheries haven't been able to nail down the protection part yet.

Orange Roughy is another similar scenario, except for the poaching - with such a stupid name, no one ever thought a nice white fillet with such a name would ever sell - Wrongo!