Chipotle was once the darling of the fast food community, a sign that McDonald's could do expensive American-Mexican fast food. Eventually, McDonald's sold it and then they started listening to what dreary marketing executives claimed people should want rather than what people actually want.
So they claimed they were going "non-GMO" because they wanted to be healthier junk food. The science community was initially perplexed. The consensus on GMOs is even greater than the consensus on climate change and GMOs are just one process, like mutagenesis or anything else labeled organic.
Then scientists got angry.