Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.

These days, labeling is all that matters.

Call something crooked, moronic, corrupt or slimming and it automatically becomes that.

Sometimes, though, labels aren't all they seem.

Indeed, a new lawsuit suggests that the labeling of Chipotle's Chorizo Burrito leaves something to be desired. The true amount of calories it contains, for example.

As City News Service reports, three LA men are suing Chipotle because they say they felt a little too full after eating a Chorizo Burrito.

This was, to them, odd as the words "300 Calories" were clearly displayed below this fine featured item on the board above the counter.

It might seem peculiar that anything that contains chicken, pork sausage, rice, beans, and cheese could offer the miracle of so little.

Indeed, if you go to Chipotle's own nutritional calculator and insert all these ingredients you'll get something nearer 1,050 calories.

Chipotle's Chris Arnold enlightened me: "The 300 calories is in reference to the chorizo. A chorizo burrito would have more, though how many calories it would have is dependent on what you put in it."

Quite. A logical mind would surely not imagine that all that fast-food stuff would offer so little fattening potential.

Chipotle might be feeling a touch guilty about the way it displayed the 300-calorie temptation, however. I deduce this from a tweet emitted by the company to a customer who posted a picture of the display and wondered about this 300-calorie wonder.

"I'm sorry for the confusion, but we'll make things more clear next time. The 300 calories is for the chorizo," Chipotle explained.

That would be just for the chorizo.

This incited tweeter Noah Davis to respond: "Nice half apology Chipotle. Why don't you say 'I'm sorry we intentionally tricked thousands of people'! smh."

Now it is left to Chipotle's lawyers to shake their heads. I imagine one difficulty will lie in the plaintiffs proving that they were damaged in some way by eating so much.

Did all that pork and chicken stunt their minds for the next several days? Did it encourage them to make bad decisions in their lives? Did their bellies grow unreasonably?

The plaintiffs, though, are suggesting that this represents a pattern of mislabeling.

Chipotle's Arnold told me: "Generally speaking, we always work hard to maintain transparency around what is in our food, including the nutritional content, which is provided on an ingredient-by-ingredient basis."

Oh, but if you look at the picture of the display, it does look mightily suggestive that the whole burrito is only 300 calories.

Chipotle has been burdened with many troubles in recent times. Five outbreaks of E-Coli affected its business greatly.

Still, it's worth always being skeptical of any fast food that claims to be healthy.

It's like a politician promising you the earth. At best, you can hope for a little dirt.

Published on: Nov 22, 2016
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.