> Nutella because they think brown = chocolate.

I have pulled such a prank on a person at least once, yes.

Ok, so this appears to be a surströmming type of situation - people (including me) trying to eat it straight from the jar/can and being surprised by the foul taste and smell, whereas to those who grew up with it it's like eating mayonnaise straight from the jar - not illegal, just weird.

I've reopened mine twice already, but each such instance increases the rate at which, for lack of a better expression, coagulates.