The atmosphere in the store is festive. Jingles are playing as shoppers navigate their carts through the crowded aisles. I am standing behind my demo table, full of great delicacies, some steeped in centuries of tradition and gastronomical delight, yet to be discovered by passing customers. When I invite them for a taste, they often turn to me with a mouth full of golf ball sized samples from the of pre-cut goodies put out by store staff (passive sampling). In many cases th