I have some very, very cool friends.
A recent acquaintance is Dr. Alia Crum, who KB and I met the other day over burgers and sushi at 5 Napkin Midtown. She is responsible for a downright fascinating study about our perception of food, and the effect that has on how our body reacts to it.
In other words: How you think about your food can make it better (or worse) for you.
NPR did a feature on it recently:
Coolness.