Osseous

Researchers at Johns Hopkins University School of Medicine in Baltimore, Maryland, and three other centers found that defects in a gene that's sensitive to hormones can lead to progressive osseous heteroplasia, or POH.

One of Hecker's successors at the honest task of baking was Peter M. Baldwin, known to all as the 'General' — a tall, spare, osseous sort of man, built on the large Western plan, and thought to resemble Andrew Jackson.

It could be some kind of inception based advertising campaign… make people feel vulnerable so that they want to summon some osseous defenders?