This seems like an odd marketing choice to me. Was there really no better way to describe these than “loins”? It really seems to bring up a lot of questions – for instance, do fish really have loins? How do you catch loins in the wild? If fish have loins, why has the mammalian meat industry bogarted the loin advertising market? How did the “sir” get added for cows?
What kind of crazy world are we living in?