Related to food: The German site says the US are pushing to remove the protected designation of origin. "Parma" ham could be manufactured in Kentucky, Camembert in New York and Champagne in California. Crazy.
I suspect the US are very aware of this, and it is one of the reasons for the secrecy. They start with overly harsh demands, then can 'concede' back to a favourable position. Pre-seeding your concessions is important. If you publish those harsh demands to the citizenry of the other side, however, you're in danger of your negotiating partners losing their mandate as a result.