we’ve come to see it this way: strong flavors, namely umami, mark a surge of intensity in the flow of experience. It also becomes clear that paradox itself is at the heart of contemporary consumption.
“This shouldn’t be good but it is”
“This doesn’t seem like what it’s supposed to be”
“This is both too much and not enough”
“I shouldn’t be here but i am”
“This could be anywhere but it’s here”