For some people, the rumor probably shook their faith just enough to get them thinking. They began to ask questions for which there were no easy answers. An image to counter all the advertising proliferated by KFC intended to make you to crave their food, and believe that it's healthy. In my opinion, the effects of this consumer questioning are productive and important, because they symbolize a shift in power, however slight. I say, why the hell not.
Companies do it all the time.
No, KFC changed its name to trick you into thinking it was healthier than it is. A nice easy abbreviation makes it a lot easier to forget the fat content. I don't doubt that it went down like that in some plush executive boardroom inhabited by manipulitive men in suits. Meanwhile, they're serving the same greasy product, just with a different name. If we can use it creatively, intelligently, effectively, and with some craftiness, we can chip away at the armor slowly but surely and diminish the stature of the companies that take so much and give so little in return.