People are stupid. Same thing as doughnut / donut. "Lite" is readable by people with a lower level of English literacy than is "light."

I prefer to eat lower-fat dairy because I have medical reasons for limiting saturated fat. Other than that, I try to avoid the artificially fat-free stuff. I'll eat baked chips, but not the Olestra ones, for instance. And I'll eat frozen yogurt made with lowfat milk, but not fat-free ice cream made with fake fat.

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