The name Filet-O-Fish, while admittedly whimsically spelled, does not have that special McDonald's ring to it. It's a fish filet sandwich and you basically just called it "filet of fish." How boring can you be? 

I propose a complete rebranding of the iconic sandwich to the new name "McFish." This is a name that is both catchy and rolls off the tongue. It is short yet sweet, but still manages to convey volumes while fully encapsulating the McDonald's brand. You can get a filet of fish on a bun almost anywhere, but there is only one conceivable place to get a McFish: that special place with those Golden Arches.

My girlfriend first jokingly referred to the sandwich by this new title when grogginess caused her to forget its name. How good can a name be when it can be so easily forgotten in the first place, and how could you continue to allow its use for one of your most iconic sandwiches? Meanwhile, do you know how often we have forgotten the name "McFish?" The answer is never. Not once have I forgotten those two simple syllables that flow so naturally together. Since then, I find myself using that name far more than than the current moniker in casual conversation.

I understand that tradition is a powerful force. However, when tradition goes too far, it can be a stagnating one as well. I will not allow this injustice to continue because "we've always called it the Filet-O-Fish." Tradition does not equate to correctness. Having been invented in 1962, it has had to endure such an unfitting designation for almost 60 years. We can change that. We can fix this. We can allow this great sandwich to join the ranks of the McRib, the McGriddle, the McBiscuit, the McFlurry, and even the stately McChicken. But we can only do it if we work together.