The leading breakfast syrups cannot claim they're made from maple trees. Instead, a big label says "Made with Rich Maple." After in very small legalese it says "flavoring."
To those that cannot read small type at an arms distance assumes that "Rich Maple" must be someone because he "made it."
Rich is the guy responsible for cutting corners with your breakfast and he's a symbol of the changing values in this world.
"Happily. It's Maple. Rich Maple."