saw some really bright chums sold as "white kings". The hint of purple was a giveaway.

Most consumers like what they are told to like. If they are told the best salmon are ocean caught, they'll buy them. Call a fish wild caught (and it has no adipose) and they think they are doing well.

Back when I was in college, Doc Donaldson told of the time they fed groups of his super trout exactly the same diet, except for dyes. The North Americans said the red fleshed fish tasted better, the northern Europeans preferred the white flesh. There was no difference in the taste, just the appearance.