As a kid in the 1970s, I remember being disturbed by Ritz Crackers’ mock apple pie recipe on the back of the box. It wasn’t just the recipe; it was the very idea of serving mock apple pie to people you presumably care about, and the excited tone on the box, a giant star with an announcement that let you know buying this box of crackers entitled you to this amazing recipe, punctuated with an exclamation mark. The message clear: Why be in an apple pie rut? Why not replace those boring apples with our superior Ritz crackers? Going Ritz over apple is surely an upgrade. Yes? Our belief in this lie was the beginning of a very dangerous slippery slope.