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The evolution of the gluten-free diet illustrates how attempts to control consumption are swiftly countered by modern market forces, just one more example of the challenges inherent in our dopamine economy. There are many other modern examples of previously taboo drugs being transformed into socially acceptable commodities, often in the guise of medicines. Cigarettes became vape pens and ZYN pouches. Heroin became OxyContin. Cannabis became “medical marijuana.” No sooner have we committed to abstinence than our old drug reappears as a nicely packaged, affordable new product saying, Hey! This is okay. I’m good for you now.
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