“The Best” Means Nothing Now

How algorithms, SEO, and infinite rankings flattened taste.

“The Best” Means Nothing Now

I spent the last few years researching and writing a book about obsession with culinary excellence. What this means is that I’ve attended an Iowa bacon-themed sub-festival nested inside a larger festival for an Edo-period samurai in western Japan, and I’ve quietly eaten 221 cookies at home.

It also means that I’ve spent an alarming amount of time considering the phrase “the best.”