The food industry thrives on your emotional interaction with their products. They use key words like Organic, Paleo, All-Natural, Gluten Free, Fat-Free, Locally Raised, etc... to ultimately make you decide that you need the product. While there are obviously many benefits to consuming high quality foods that have some of these labels, the food industry is cashing in on your lack of education in this department (ie: foods now have labels that say "gluten-free" when the original product never had gluten in the first place). James and Colton talk about the marketing of food and how catch phrases have a double edged sword effect with your health. Listen in and learn how marketing has changed in the past 10 years and decide for yourself where you think it is headed. Oh, and If there is anything to take away from this episode let it be this- "even though you can make a cake with all paleo ingredients, in the end, it is still a cake." Enjoy!