A very interesting read.  Here's my favorite sentence:

"If that sentence made you yearn for a glass of classy red,
congratulations, there's a very real chance you're a pompous asshole."

I think he makes a very good point about perception - we engage ALL of
our senses with any stimulus.  Eating or drinking is more than just
tasting, it's seeing, hearing, and touching too.  Then there's the
emotional component.

I remember when I was a kid, my brother put together some wild
concoction in a glass and he told me to take a taste.  It was dark in
color.  I took a sip and had difficulty swallowing and felt my gag
reflect kick in...it tasted horrible.  When I asked him what he put in
it, he said it was just water with blue food coloring.  I said BS, what
did you put in it?!?!?  Reluctantly, I took another sip and sure enough,
it tasted just like water.  I was amazed and dumbfounded!!  That
experience has always stuck with me.


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