" Why was Simpson called "OJ" except in some kind of branding or headlinese that said, "Look, this guy is sweet, wholseome, and nourishing (and 'Orenthal' is just too fancy)? You can have him for breakfast." (And "Sweetness" and "Sweet" are nicknames often given to black men.) Is "OJ" that far away from Jell-O? Wasn't that extended advertising campaign a way of saying you can trust our pudding because Bill Cosby likes it—sweet, wholesome, and pretty? "

― David Thomson , Television: A Biography