Odor is by far the most important contributor to the flavor of food. The contributions of taste, texture, and appearance are insignificant by comparison. Humans can distinguish an estimated 20,000 different odor qualities.

Two executives working in the garment center are having lunch together. Goldstein says to his friend, "Last week was one of the worst weeks of my entire life." "What happened?" asks Birnbaum. Goldstein moans, "My wife and I went to Florida on vacation. It rained for seven days and seven nights, so my wife went out and spent thousands of dollars on the credit card. I came back to New York and found out that my brother-in-law accountant has been ripping me off for millions. And, to top it all off, when I came in to work on Monday morning, I found my son having sex with the garment model on my desk!" "You think you had a bad week?" responds Birnbaum. "My week was even worse! I went to Florida on vacation with my wife and it rained for seven days and seven nights, so my wife went out and spent thousands on the credit card. Then, when I got back to New York, I found out that my brother-in-law accountant has been ripping me off for millions. And, to top it all off, when I came in to work on Monday morning, I found my son having sex with the garment model on my desk!" "How can you say that your week was worse than mine?" asks Goldstein. "It was identical!" "You shmuck!" replies Birnbaum. "I manufacture men's garments..."