Making transparent value of foods also allows food companies to play the “individual choice” card and thus steer debate away from the food system itself. Under this ideological rubric obesity, poor diet, and malnutrition all become issues attributable to the individual, via such alleged personal faults as poor self-control, lack of individual dietary knowledge, or just plain laziness. As sociologists, however, we ought to see such “explanations” for what they are: terribly unimaginative answers to questions that deserve being treated to a sociological imagination