In fact, I think that that could create confusion in a way. For example, when we mention "low fat" or "no trans fats", it basically indicates a positive quality in the food. However, if we put the same label on food that is higher in calorie content, such as cookies or other kinds of snacks, it could give the impression that, since there are no trans fats or saturated fats, we can eat as much as we want because it is good for the health. This skews the accepted standard, and people tell themselves that, because it's healthier, they can afford to eat a little more of it.
This is more or less the idea that has come out of our work. It is possible to objectively denote the food value of one kind of food as compared to another, but we must be careful with making inferences about the claims. This is not ill will on the part of people and it does not mean that they are not intelligent, it is simply because we have 50,000 decisions to make on a daily basis and we must sometimes make very quick choices. So that can be an influencing factor.