I prefer to think of it as “Life-aversion Therapy.”
There was an anecdote in last weeks Entertainment Weekly about that. The reporter was on the set when they were filming that episode. The actor Now Known as Sawyer had prepared for the wrong scene. He was frantically trying to memorize the lines for the scene they were doing. He was having trouble getting his mouth around The Artist Formerly Known as Henry Gale and tried to get them to change it but the director wouldn’t let him.