Isn't this the stuff they make whitewall tires out of.
Bitter was bad, margarine was good, now margarine is bad and butter is good...weren't eggs bad for you at one time....IIRC The father of a girl I was seeing, MANY years ago was in the butter and egg business around that time, I think he took a real 'beating"
We didn't always have a choice. During WWII, butter was not available for civilian purchase. Everyone learned to make do with Oleo (later called Margarine). The Oleo was sold in round white cakes. Each cake came with a packet of yellow/orangish powder if color was important to you. When I was 5 years of age, it was my job to mix the colored powder into the Oleo.