The trouble with life today is there is no time to pause and reflect; we're too driven to rush on to the next best thing to consider whether that thing will ultimately be good or bad for us - or indeed, whether the things we've already embraced are doing us harm.
In a world where everything we eat drink or otherwise consume must be constantly updated to an "all new improved" version to capture market share, we reach for artificial additives and specially-tailored proteins to make it so.
Is it any surprise, then, to find these altered products are killing rather than sustaining us?
Processed red meats are but the latest in a string of foodstuffs to be labelled carcinogenic, joining a long list that nominally includes most of the staples of our modern Western diet.
Our meals are suddenly turning round to bite us because they are packed full of preservatives, enhancers, emulsifiers, stabilisers, artificial flavours - on top of the diverse range of herbicides, pesticides, growth hormones, genetic modifications et al that anything that grows is stuffed with to ripen fast and be "fresher" and more visually appealing to shoppers. Perhaps the busy commuter classes do not have the time to be discerning; perhaps our palates have become degraded; perhaps the ever-upward food price spiral restrains us from making healthier choices. Perhaps we just don't care.