The term "high fat" is relative. Compared to the high carb, low fat drumbeat recommendations we've heard from the "experts" over the past 40 years, eating low carb to produce ketones and use fat as energy may be perceived as high fat comparatively, but it's not if done correctly. I'm tired of hearing "high fat" associated with a keto approach, as it's confusing and brings me back to the days when bulletproof coffee and fat bombs were popular before people were corrected by Drs. Westman, Unwin, Naiman, Hallberg, and others providing better guidelines and convincing many that fats are healthy, but they don't have to be an emphasis. To the uninitiated coming from the high carb, low fat approach, "high fat" is a lightning rod that introduces what may be a healthy lifestyle option in a very negative way.