More people than ever before are paying attention to the food they buy and eat: where it comes from, how it’s produced, and whether or not it was raised humanely. Singer and Mason examine the diets of three typical families to explore the impact our food choices have on the future of life on earth. They also identify six empowering ethical principles that conscientious consumers should consider when shopping for groceries or eating out. Speaking to the mainstream, their advice reflects this principle: "You can be ethical without being fanatical."

In some cultures this would be the front cover, you have to travel their roads on the left which they call the right. Use breeds context which of course is the source of all meaning. We all take context for granted, don't we? Do you know where your context is right now? You know how we can listen to certain music, and participate for a while? We don't have to hum, we just feel part of it, well we do become part of it, as the riff goes roundabout.