Why do my kids like McDonalds, Oreo cookies, peanut butter, lean pockets, and chocolate milk - but not carrots, apples, grapes, broccoli, and fish? I'd like to advance the claim that differentiated packaged foods can be advertised with some expectation of future returns. It is much harder for carrots or broccoli to be advertised in a profitable way. My claim is that one source of rising obesity is the sytematic "advantage" of foodstuffs that can be branded. In large part, processed foods have a market advantage over more basic commodities.