Between the French Fry Burger and the new Satisfries, Burger King has been really into fries lately. Now, the chain is taking this obsession a step further by pretending to change its name to Fries King—and posting a load of photos to Facebook showing the unveiling of a new corporate identity. There are a few downsides to this. First, it implies the burgers are probably not very good. And second, it confuses people—many of whom on Twitter clearly don't know how to respond. On the plus side, it does appear to be making people hungry.