@futurebird I think it might be a bit simpler than this. A lot of con artists, companies, etc have worked for a long time (since the 70s at least?) to convince people than anything that is less natural is bad and thus anything that pretends to be more natural is good. This is especially the whole thinking behind so called "organic" which is actually just terribly wasteful and no better (sometimes worse!) He may not even know why, but he's propping a huge industry that relies on ignorance.