French Fries (Photo by Robyn Lee, Serious Eats)

This is a short excerpt from “The Trouble with Fries” by Malcolm Gladwell that appeared in The New Yorker.

“We like [French] fries not in spite of the fact that they’re unhealthy but because of it.”

“That is sobering news for those interested in improving the American diet. For years, the nutrition movement in this country has made transparency one of its principal goals; it has assumed that the best way to help people improve their diets is to tell them precisely what’s in their food, to label certain foods good and certain foods bad. But transparency can backfire, because sometimes nothing is more deadly for our taste buds than the knowledge that what we are eating is good for us.”

By gum! He’s right. To my mind, Malcolm Gladwell has ascended to the pinnacle of original thinkers of our time…

Sign seen at a Zoo in Budapest: “Please do not feed the animals. If you have any suitable food, give it to the guard on duty.”