There are many factors one might consider when choosing what to eat: a desire to promote "organic" farming is a fine reason to choose one watermelon over another, and a philosophical stance against consuming overly "processed" or "synthetic" foods (for whatever reason) may cause you to abstain from Miracle Whip. But I think you are raising a different, and quite interesting, issue entirely: how your conception of the food's quality directly affects your gustatory sensations. This phenomena was recently studied by neuroscientists who monitored the brain activity of subjects taking blind and non-blind taste tests of Pepsi vs. Coke. In the blind taste test, the subject's low-level "reward region" of the brain lit up (on average) significantly more for Pepsi. In the non-blind test, not only did the majority of the subjects claim to prefer Coke, but their brain activity was different as a consequence of their knowledge. For a more complete description, see "There's a Sucker Born in Every Medial Prefrontal Cortex" at the researcher's web site: http://www.hnl.bcm.tmc.edu/print.html. The point is, in this experiment (with two soft drinks which taste pretty similar to my palate, anyway), conception trumps sensation by a large margin, and at a fundamental brain-chemistry level. So I agree that this is a real and important phenomena in dining, but I come to a different conclusion. Although my conception of food surely factors into my enjoyment, I view this as a failing on my part, not on the part of the dish. As a lover of gustatory pleasure, I aspire to overcome the contaminating effects of my biases, and not let them detract from my enjoyment of anything delicious. I don't want to choose what to eat because of a superior advertising campaign or better brand image. Whether I choose not to eat something for reasons such as environmental concerns, personal health, culinary philosophy, it's not groovy enough, etc. etc., is a separate issue, but I disagree with the concept of "something cunningly manipulated to 'fool the diner' into thinking that it's good". If it tastes good, then, dammit, it tastes good. Don't let your prefrontal cortex fool you otherwise.