Bittman and his followers belong to that blissful company of the profoundly ignorant who believe that spreading excrement on their food somehow makes it more delicious and nutritious.

FORBES: Bittman of the 'New York Times': Always Out To Lunch

"What I firmly believe is that financial risk-taking is a profoundly physical act, " says John Coates who jointly ran the study and is himself a former bank trader.

BBC: The psychology of the rogue trader

"I believe there ought to be an incentive for a lawyer to get full compensation for a profoundly damaged child, " he says, "and under the sliding scale there is an economic disincentive" to do so.

FORBES: Magazine Article