Inkjet ink you can taste is another example of a techie with a stupid food idea and the dummies with money who follow them: “He challenges every preconceived idea we have about food,” says David Mazovick of the design consultancy Deep Labs in Chicago, which is helping the chef commercialise his ideas.

Every idea we have about food? You mean except for those insignificant things like nutrients, right? This reminds me of the dot-com era startup that made smell-o-vision.