It's not mere extremism that makes folks at the fringes so troubling; it's extremism wedded to false beliefs. Humans have long been dupes, easily gulled by rumors and flat-out lies.

Marketers have long known that a name can make all the difference when you're trying to move the merch. The kiwifruit was once the Chinese gooseberry, after all - at least until the produce peddlers wised up - and the Chilean sea bass was once the singularly unappetizing Patagonian toothfish.

No one ever pretended that shopping for anything is a rational experience. If it were, would there be Fluffernutter? Laceless sneakers? Porkpie hats? Would the Chia Pet even exist?

Jeffrey Kluger Quotes