“One day I craved a fish taco and could only find it in a single restaurant in Toronto. A year later my city was crawling with them, from a dozen dedicated fish taquerias that sprang up overnight to really bad fish tacos served in faux British pubs. How did this happen? I wondered why my father was suddenly eating pomegranate seeds with every meal and why my wife’s best friend spent thirty dollars to attend a food truck event, lining up for an hour to get in, only to line up for another hour to buy a lobster roll, which sold out right before she finally reached it. Meanwhile the Sri Lankan samosa vendor twelve feet away sat and wondered why nobody wanted what he was selling. Why was one food more popular than another? Both the lobster roll and samosa were delicious, and both cost around the same amount of money – so why the discrepancy in demand?
[..] At its worst, when you’ve eaten your fifth mediocre fish taco in a week, you realise that this onslaught of food trends can be relentless, vapid, and exhausting. Why does food have to be trendy? Why can’t it just taste good on its own merits? I often find myself just wanting to be given a grilled chees and then left alone. Not”artisanal” aged cheese, mind you, or ancient grain bread. Just cheese. And bread.”
~The Tastemakers: Why We’re Crazy for Cupcakes But Fed Up With Fondue by David Sax (2014)