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.

For example:

“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”