A call for justice or a marketing slogan?

IT began with the Magnificent Montague.

He was a disc jockey on KGFJ, 1230 on your AM dial, back in the days of Supremes and Miracles, Sam Cooke singing "You Send Me" and James Brown testifying about papa's brand-new bag.

KGFJ was the very heartbeat of black Los Angeles, and

"Burn, baby, burn!" he'd cry.

Forty years ago this month, that phrase entered the American lexicon in a way that had nothing to do with music, a way that struck fear into the heart of Middle America. The Watts Riot began on that hot August night when a black man named Marquette Frye was pulled over by a white cop on suspicion of driving drunk. A crowd gathered, needled by the heat, prodded by the long-felt frustration of contending with a racist police department that occupied black neighborhoods but didn't police them.

Predictably, the thing exploded. Somebody threw a rock. Somebody jumped up on a car. Somebody got a shotgun. And somebody lit a Molotov cocktail, threw it into some liquor store or pawnshop, and watched as fire blew out the windows and blackened the walls.

"Burn, baby, bum!" they cried.

I offer you all this as context, so that you can feel a little of what I felt in reading that the Dr. Huey P. Newton Foundation in Oakland, which is named for the co-founder of the Black Panther Party, is seeking to trademark a name for the new hot sauce it's coming out with.

They want to call it--you saw this coming, fight?--Burn Baby Burn: A Taste of the Sixties Revolutionary Hot Sauce. The Panthers say they are selling the sauce to finance the educational and antiviolence programs of the Newton Foundation.

Your first thought is to wonder what's next. Power to the People Electric Company? Off the Pig pork finds?

Your second thought is to marvel at how that which was once dangerous and intimidating has become safe and unthreatening enough to sit on a supermarket shelf. Maybe you remember the title of that old Doobie Brothers album: "What Were Once Vices Are Now Habits." To that you can now add a corollary: What were once threats are now marketing slogans.