While the name change has certainly helped the Patagonian toothfish become more popular (there was a major Chilean Seabass boom in the '90s), it has also led to overfishing of the species. Without strict government regulation, sustainability hasn't been a top priority and many fishermen have been fishing in areas where they shouldn't be. Had this fish not been renamed to make it more marketable, would the demand have been as high and led to overfishing? Probably not.