Opinion: The Dimensions of Clean

People engage in irrational cognitive consistency—the tendency (to oversimplify a bit) to believe that good things go together, or that bad things go together, even when they don’t, necessarily—all the time. Psychological studies have found, for example, that more attractive people are believed to be more intelligent, more successful, and so on, despite the existence of Donald Trump. So it is in the food world. We like free-range animals, in part because we know that they taste better and have a substantially lower impact on the environment. We are wary of GMOs, in large part because the billions that they represent can lull the better angels of our nature (if not drag them into a dark alley

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