When I was in primary school, my mum made a bread roll with taramasalata for me to take for lunch. In the courtyard that afternoon, another kid saw me eating it and jumped back in surprise screaming, ‘Is that ice-cream!?’
I guess they associated the light pink colour of the dip with sweets and were shocked to see it in a savoury form. When I went on to explain that it was  actually fish eggs turned into dip, they were even more surprised...or more likely, repulsed.