As I drove past a Steak 'n' Shake recently, I noticed three messages posted around the building for all to see.  The first, "Famous for Steakburgers," made sense to me.  The second said, "Genuine Chili," and I do appreciate that, considering all the times I've had to send fake chili back to a restaurant's kitchen for a full refund.  The last message said, "Tru-Flavor Shakes."  They couldn't use "genuine" because they'd already used it, I suppose.  Plus, this way all they have to get right is the "flavor."  The shake itself can still be as artificial as, say, the HAL 9000 computer.