Colson Whitehead said this quote
“ Nature is a strong brand name. Everybody knew that. First thing, Nomenclature 101. Slap Natural on the package, you were golden. Those words on the package promise ease from metropolitan care, modern worries. And out here, if you opened things up, underneath the cellophane, what did you find inside? That fruit has splendid packaging, it has solid consumer awareness and is an animal favorite. Its seeds will be deposited in spoor miles away and its market dominance will increase. Splendid and beautiful petals are great advertising--the insects buzz and hop from all points every weekend to hit this flower-bed mall. Natural selection was market forces. In business, in the woods: what is necessary to the world will last. ”