Richard Shotton

seemed to peak during the World Wars when many, many men were overseas fighting for this country.

And I can't help but think of that 1930s song that was popularized by Ray Charles, I think in the 50s or 60s, with lyrics that say something like, I'm moving to the outskirts of town and I'm gonna buy my woman a Frigidaire.

Just to get rid of that icebox and the Iceman altogether.

Well, thank you so much.

I really appreciate this.

So Five Guys is the opening chapter, and we talk about something that they did very powerfully, which is when they launched, they were relentless at focusing on just doing burger and chips.

So people like McDonald's have got seduced by the fact that they could launch filet-o-fish and chicken burgers.

But Five Guys relentlessly honed down on just doing burgers.

Now, some of the benefit of that is an ability just to get better at cooking, better at producing your core product.

But psychologists argue there's something else on top of it.

So there's an idea called the gold dilution effect.

And the first studies were done by Zhang and Fischbach back in 2007.

And they did a very simple experiment.

Recruit a group of people, randomize them into two subgroups, and the first set of people are told, if you eat tomatoes, it's very good for your heart health.

Here are the reasons.

And that group are asked to say whether they think eating tomatoes is worth doing for their heart health.

Second group of people, they see exactly the same text, exactly the same reasons and logic and facts about why tomato eating is so good for cardiovascular health.

But they are also told if you eat tomatoes, it will improve your eye health.

It will reduce degenerative diseases.

Now, when that second group are asked to say how good eating tomatoes is for heart health, they come back with a 12% lower score.