Welcome back. Today, unspoken subjects give startups a chance to make noise; an iconic brand name weighs on the F-150 Lightning; and a new disagreement flares up at “60 Minutes.”

How to sell a product nobody wants to want? New packaging, no shame.

The matcha fro-yo stores and Korean beauty pop-ups of Manhattan’s SoHo were recently joined by a storefront promoting Norms hemorrhoid cream, Fiorella Valdesolo writes for The Journal.

“Hemorrhoid relief,” read the bubbly font in the window. “It’s Totally Normal.” Doughnut-shaped pillows on stools in front repeated the message.

Norms arrived on the market in September with investors including True Beauty Ventures, which also backed sunscreen brand Vacation, and Cardiff Giant, co-founded this year by comedian Pete Davidson.

Brand co-founder Josh Kataz and budding “medfluencer” Dr. Wendi LeBrett appear in videos about everything from how to wipe to what to do if you find blood in your stool. Product packaging features swirling, ’70s-style graphics.

Other brands reframing health issues include Hims for hair loss, Megababe for thigh chafing, Frida for postpartum recovery and Starface for acne.

“We’re seeing this powerful cultural shift toward destigmatization, and it’s really driven by younger consumers who value authenticity in terms of how they’re approaching purchases for themselves,” said Rebecca Watters, associate director of household and health at market research firm Mintel.

Darlene Fiske is giving her 22-year-old son a gut microbiome test kit that requires a DIY poop sample. The packaging doesn’t scream medical test. “It comes in this beautiful silver box,” Fiske said. “It looks like Apple made it.”

Ford’s decision to give up on this generation of the money-losing F-150 Lightning was partly the result of a mismatch between the product and the audience, Tim Higgins argues in the Journal.

Calling the EV part of the F-Series, the bestselling truck line in the U.S. for almost 50 years, gave it an in with lots of traditional truck buyers. And announcing on stage that it “hauls ass and tows like a beast,” as Ford CEO Jim Farley did on stage, encouraged them to view it like, well, a truck.

So when buyers watched the Lightning’s range drop dramatically if they towed heavy loads, complaints took root.

Research executive Alexander Edwards broke down the problem:

Customer satisfaction scores were much higher for Rivian, whose less-trucky buyers didn’t mind having to recharge after towing a boat to the lake. They just thought it was cool that their EV could tow a boat.

The “60 Minutes” brand continues its bumpy ride.

A “60 Minutes” correspondent called a last-minute decision to pull her report from last night’s episode “political,” intensifying the spotlight on the show and new CBS News editor in chief Bari Weiss.

CBS held the segment, on an El Salvador maximum-security prison where the Trump administration sent hundreds of Venezuelan migrants, after running ads for it on Friday, Isabella Simonetti reports.

“Our story was screened five times and cleared by both CBS attorneys and Standards and Practices. It is factually correct,” correspondent Sharyn Alfonsi wrote in an email to fellow correspondents, saying it had been cleared by CBS attorneys and the standards and practices department.

If the standard for airing a story became the government agreeing to be interviewed, Alfonsi said, the network would cede editorial control.

Weiss said in a statement that her decision was good journalism:

Paramount boss David Ellison brought in Weiss earlier this year to run “news that reflects reality,” he said at the time, and journalism that “doesn’t seek to demonize, but seeks to understand.”

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The third “Avatar” movie got off to a slower start at the box office than its predecessor, setting up a long path for it to become another blockbuster by the franchise’s standards. [WSJ] 

Larry Ellison agreed to personally guarantee $40.4 billion of equity financing for Paramount’s offer to buy Warner Bros. Discovery. [WSJ] 

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Jewelry chain Zales has introduced a store concept called the Edit, targeting young shoppers with a customization studio, a charm bar and rotating displays. [Modern Retail] 

A supposed design for the anticipated foldable iPhone calls for surprising dimensions and suggests some very Apple motivations. [GSMArena] 

Have you tried to shop without cards or tap-to-pay lately? Here’s what happened when one man declared a no-swipe November. [WSJ]

Jake Paul badly lost that Saturday-night boxing match on Netflix, Jason Gay writes, but it still felt dirty and terrible. [WSJ]