Truth. The American consumer is very sensitive, especially to consistency. If your product changes color, or settles out weird or does anything to shatter the belief that one bottle is exactly like the next one, you've got a big problem.
He got mad because he came home with a jar of peanut butter that was organic.. and natural... (and delicious) but he was actually upset because the oil separated... like, actually upset, and wanted to take it back, and did not want to eat it... he thought it was gross...
Yeah... natural is gross and processed is good... 'Murica