Remember way back when Kentucky Fried Chicken wanted to be perceived as healthier so they changed their name to KFC? Yes? No? Either way, did they make their chicken healthier? No.
Well, a decade or so later, Burger King has decided that that was a pretty darn smart idea. They want to be perceived as healthier too. So what do they do? They changed the term for their proprietary burger cookin' from the classic "flame broiled" to the new "fire grilled." Did they do anything to make their burgers healthier and/or change their prep methods? No.
Truly, marketing brilliance is at play once again. Story here.