Consumers are not confused about what plant based milks are - the dairy industry is confused about what a free market and competition are. If you want fair and accurate labeling of milk, label cow's milk as "cow's milk" and leave the other labels as they are. Trying to force a dying industry on consumers is manipulative and a waste of time and money. It is time for Congress and the USDA to enter the 21st century. Plants are the future of food.