A perfect example of this is the fast food industry. The fast food we consume hides a notable number of technological innovations (Schlosser). Removing fiber and adding sugar increases the ability of these foods to be frozen, shipped and prepared while maintaining the same texture. “Food processing companies use additives to improve flavor, color, texture, shelf life and other palatability attributes. The presence of high fructose corn syrup in fast food hamburger buns increases sweetness and extends shelf life” (Lustig). As the price of preparing and storing food decreases, consumption increases. The result is that the average American consumes more processed foods, in part due to the relative decrease in price (Finkelstein). Highly processed food means cheaper food. Cheaper food means more calories. More calories means more fat, and more fat means a higher rate of obesity. How can this be so?