Funny to see a new food site come out with great bluster, only have it feel like 2002 all over again. Nigella as launch star? With “passion” thrown around as the adjective? WTF? Hasn’t Keyboard Cat played that schtick out big time? I guess I’m the only one who remembers how serious style writers used to compare her to an inflatable love doll. And I have the same question I had way back when: Does she really bow to the same shitty contract everyone else is served? Still, I’ve got to give the designers credit for a sense of humor, at least: A headline with a series of photos including the Butter Drinker and Molto using the words “pig out” does make you stop and stare.