Somewhere in the middle of my multiday bingewatch of Bridgerton—the sexy Netflix period drama which returns today for its fourth season—I started thinking about the Patagonian toothfish. The Patagonian toothfish, to be clear, is not a character on this show (although the name does have a certain “Argentinian nobleman” ring to it). Because the Patagonian toothfish isn’t just a fish; he’s one of the greatest branding success stories out there, courtesy of a Los Angeles seafood retailer named Lee Lantz. It was 1977 when Lantz realized that a toothfish by any other name would taste as sweet, but that as names went, “Patagonian toothfish” was absolutely terrible. But make no mistake: While audiences might think that Bridgerton is something fresh and unprecedented, what they’re really consuming is nothing less than the exquisitely rebranded Patagonian toothfish of patriarchy.