Wow. That is a great article.
This, taken from the article, is something I can't seem to get people to understand:
The ingredient list is ordered with foods that make up the highest to lowest weight. While this lands the water dense meats at the top of the label, about 70% of the weight is lost when the food is dehydrated making meat a minority of the foods composition. To both confuse customers and ensure that the most recognizable ingredients are at the top of the list, food companies have developed a practice called “splitting” to make their food appear perfect for our little furry predators. Let’s say you have a food that is 50% rice and 25% meat, the package would have to list rice as the first ingredient. However, if the 50% rice content is broken across white rice, brown rice, rice bran, and rice gluten meal, it is possible to make each of the rice ingredients fewer than 25%, thus allowing meat to appear as the predominant nutrient source