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" ... I used to think that it’s unfair to blame food makers for flaunting the Non-GMO labels. Perhaps opportunistic, but early on they were merely catering to a small upscale sector of fussy consumers who were looking for ways to eat small batch food. I thought that if only we managed to help consumers overcome their misperceptions about genetically modified crops—namely, if we could fix the information problem on the demand side of the market—the problem would be solved also on the supply side. But I have come to realize that the Dannons, Deans, and Chipotles of the world are not just a symptom of the popular misinformation, but are now very much its cause. By trying to jazz up their otherwise mediocre and non-descript products through loud campaigns against GMO, these companies are taking a misperception that preexisted in the margins and pushing it into the mainstream. ... "