The labels we assign start to have significance. 12 has significance as lunch time to most. 9 am may be when business starts. When I say they are just re-label

The labels we assign start to have significance. 12 has significance as lunch time to most. 9 am may be when business starts. When I say they are just re-labeling numbers, I mean that if someone now gets hungry at 1pm instead of 12, that individual will start to act accordingly. It's possible that people will start to eat at 1pm and the significance of those clock numbers starts to change accordingly. Maybe that happens or maybe not. My point is they established their significance for a reason. But imagine if a group of people who got hungry at 11am all the time decided it was good to establish 11am as lunch time by calling it noon.