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Been reading this for a while. It's a bunch of short essays on things like why ketchup has only one major brand and the inventor of the birth control pill. Malcolm's a great writer (and we share some very curly hair).
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Now I'm curious....why has ketchup only one major brand?
@x-u: it's all about the taste. mustard, for example, has many different types, brands and tastes and people are okay with that, but ketchup (heinz) has the perfect mix of sweet, salt and spices. People (Americans at least) expect their ketchup to taste a certain way and don't like to stray from perfection. There are other brands (like Hunt's), but they don't have that perfect combo of taste. You can read about it online ... http://www.gladwell.com/2004/2004_09_06_a_ketchup.html. The book's essays come from The New Yorker.
Interesting. I will have to check this one out. Sounds like it'd be a good story for the audiobook format too.