As a child i read the James Herriot memoirs (all things bright and beautiful, etc..), in which he waxes rhapsodic about the restorative powers and deliciousness of Bovril.
I had no idea what it was, so I was free to invent my own idea of what it might taste like, or be, or consist of.
When i discovered he was so happy about diluted beef stock, i was more than a little let down.