Exposed boolean field in a View - how to customize/change "on" value?

I have a boolean field in a content type that uses a single on/off checkbox. I've exposed this field in my view, and also used Better Exposed Filters so that when the box is checked on the view, it will filter down the content that also has that box checked.

However, in the node edit form, the "on" value needs to be somewhat specific ("Yes, our business offers X"). But for the exposed field on the view, this doesn't make sense for somebody trying to search for that service.

I would like to know if there's a way to customize that exposed field on the view to say "Show business that offer X".