What's Your "Beef"? (with apologies to William Shakespeare)

I think (and hope) they were going for a play on the old Wendy's ad slogan: "Where's the beef?"

What meat from yonder deli sandwich makes?

A rose by any other name,
May truly smell as sweet;
But, is it beef or is it "beef"?
What is this mystery meat?
 
Previously:
Dressed To Kill?
Night Blogging?