What is a secret? It is much more than knowledge shared with only a few, or perhaps only one another. It is power. It is a bond. It is a sign of deep trust, or the darkest threat possible. There is power in the keeping of a secret, and power in the revelation of a secret. Sometimes it takes a very wise man to discern which is the path to greater power. All men desirous of power should become collectors of secrets. There is no secret too small to be valuable. All men value their own secrets far above those of others. A scullery maid may be willing to betray a prince before allowing the name of her secret lover to be told.
There was a product which seemed attractive, expensive, portable, beautiful and simple. Everybody talked about its beauty but they bought it for it's simplicity.
Much of our food system depends on our not knowing much about it, beyond the price disclosed by the checkout scanner; cheapness and ignorance are mutually reinforcing. And it's a short way from not knowing who's at the other end of your food chain to not caring–to the carelessness of both producers and consumers that characterizes our economy today. Of course, the global economy couldn't very well function without this wall of ignorance and the indifference it breeds. This is why the American food industry and its international counterparts fight to keep their products from telling even the simplest stories–"dolphin safe," "humanely slaughtered," etc.–about how they were produced. The more knowledge people have about the way their food is produced, the more likely it is that their values–and not just "value"–will inform their purchasing decisions.