Very well summed up logically by Paul Graham: Pizza is like a job at a big company, natural foods are like working for a small group or yourself; it's the natural thing to do. And it's the reason I love my current gig.
"If people have to choose between something that's cheap, heavily marketed, and appealing in the short term, and something that's expensive, obscure, and appealing in the long term, which do you think most will choose?"
http://www.paulgraham.com/boss.html
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