::*This should put all your 'suggestion' stuff to rest: "ICBINB Semiotics | I Can't Believe It's Not Butter! is a mouthful to most and a puzzle to some. The name implies ICBINB is not butter, but doesn't completely rule out the possibility that it is butter. That smidgen of doubt  or possible deception  fueled the English butter lobby's successful bid to block Unilever from advertising ICBINB on TV in Great Britain in the early '90s." This is from a book. Its in the list of references already, and its available on google books so have a look.