One hundred percent of the matter found in a bottle labeled “chemical-free” would, by the laws of physics, have to be a perfect vacuum.
Esther Miller, a woman who meticulously tracks her macronutrients and refuses to buy eggs that aren’t pastured, stood in the third aisle of a boutique apothecary in Ponsonby, her left hand gripping a 60ml jar of artisanal face cream priced at $84. She ignored the mass-market tube three shelves down, which cost a mere $12, because the artisanal jar carried a sticker that promised a purity she felt she couldn’t find in a laboratory.
The cream, which contained roughly 74% distilled water-a compound of two hydrogen atoms and one oxygen atom-cost seven times more than the generic brand precisely because of the negative space the marketing created. Esther wasn’t buying a product so much as she was buying an absence. She was paying a “fear tax” on the very building blocks of the universe.
The 600% “Fear Tax”: A markup paid for the promise of absence rather than the presence of active ingredients.
I started a diet at today. It is now nearly , and my stomach is currently communicating in a dialect