Fun Size?

So Halloween was just last week and that got me thinking about candy. I'm a big fan of candy bars, but I'm a little confused about their naming system. Why is it that the smaller version of a candy bar is called "Fun Size?" This makes no sense. The candy is still good, but it's in no way more fun that a regular size candy bar. The "King Size" candy bar makes sense, that's the size bigger than regular and it's fit for a king. The candy bar industry should have stuck with that naming system and called the small versions "Peasant Size." I can see how that wouldn't sell as well, but it would make more sense. The industry could have been less degrading with the name and gone with "Prince Size" or "Duke Size." Then they've streamlined all their products and I can use the extra brain power from the sugar rush to think about things more important than the candy industry.