[aliraheem]

> I guess some people aren't familiar with it and therefore see it as weird or unnatural?

I think this is part of it, but there seems to be an amplifying effect where the social context - people being upset about mislabelled food leads to people feeling stronger about their otherwise small objection.

It's almost like because of the social pressure people know they are angry but not too sure why, and they end up ascribing all that angry to whatever reason they can think of.

Had they been introduced to the idea of eating horse meat at a jovial bistro in the Swiss countryside they would be primed to enjoy it.