As a nutrition coach I ban my clients from processed foods. So, why do we need to add the qualifier of "ultra-" to the concept. Aren't we just hedging our confidence in the advice? We're giving people the idea that some processed food is still ok because it isn't "ultra-processed". That is not ok mostly because individuals can't tell the difference between "ultra" and "not-ultra" processing. That is the very thing that the agri-business depends on for their profits at our expense in more ways than money.