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How are you finding so much Kraft? Are you shopping at a 7-11? Even here in Albuquerque, not particularly known as a mecca of fancy cheeses, the vast majority of cheese is not Kraft.

One trick to remember is that a lot of grocery stores have cheese in two places: near the milk and butter they have basics like Tillamook or the usually-decent store brand for cheddar, pepper jack, etc. Then over closer to the deli, there's a refrigerated table with the better cheeses.

This is clearly operator error. If you want good cheese, buy good cheese. If you want to be a dumbass, buy random cheese from a random store and act surprised when you get something unexpected.

In many other countries, including the country I live, buying random cheese works as expected (i.e. I get cheese).

Most Americans know what to expect from Kraft cheese, and sometimes it's the flavor you're looking for. It's in the same vein as Marmite/Vegemite.