So there’s a weird thing going on where there’s abundance, and yet, at the same time, we’ve become really conservative about our own styles, because people fundamentally don’t want to adopt things that feel inauthentic to them, or will be judged inauthentic.

And because culture is so ephemeral, there’s just more stuff that people are worried that —

Sugar offers a hollow sweetness that one can easily detect through careful, attentive eating. If you slowly chew and taste an oversweetened food, you'll probably find it phony and dishonest. Indeed, refined sugar cheats the body, promising a bonanza of nutrition that is not there.