My fish store sells plenty of Fish Rub. If you’re a cook, the label may look familiar. The product is made by the producer of one of the best kinds of paprika.

Guess what’s inside the box? Mostly paprika. You could make your own Fish Rub at home in seconds if you had, say, some salt and maybe a little pepper.

But if the box said Paprika, the Fish Rub customers wouldn’t nibble, never mind bite. Why? Because they have a worldview that says that they know how to heat things up, not how to cook. Paprika is a cooking word. Fish Rub is a heating things up word.