Our quest for "natural" and "organic" items in the grocery store may be noble, but how much of it is marketing we may never know without some sort of psychological study. USA Today has a great story about how "natural" food labels are out. "Simple" is in now, don't you know, led by products such as Häagen-Dazs' Five line of ice creams. If romance is dead and marketers must use transparency and number of ingredients to sell their food products, that's the kind of manipulation we can get behind, right? I don't know, but it worked for me. I'm buying some Triscuits today, now with three ingredients instead of twenty; so they must be good for me.