Our new game is getting in and out of Holy Foods while spending as little as possible and extracting maximum pleasure in the whole brilliant marketing experience. When I go in for milk and leave with just a half-gallon of local/antibiotic-free at a bargain $3.39, I feel as if I’ve won. But I also love the little things that mean a lot, like 365 brand milk chocolate that comes encased in a wrapper with a label warning it contains milk products. I Tweeted about that and got some pushback on the stupidity of consumers and the greed of lawyers and then was reminded of the Nutella marketing coup. Sued for deception in marketing chocolate-sugar processed crap, the producer settled and reaped no end of free publicity. Lesson from that stunt: People will believe any old bat guano. Put out a crazy claim, get sued, offer refunds, bask in endless buzz. Do not rinse. Do not lather. Just repeat.