What would you say if you knew 50% of European produce never saw soil, and was instead growing on top of some chemical "water"? Disruptive "scientific" companies are buying high-quality cheap soil in Eastern Europe and impregnating top layer with their experimental chemical ingredients, leading to prediction the soil will be written off in 20 years; it survived thousands of years, reaching top quality, yet some get-rich-quick companies from Netherlands and Denmark destroy it within a single generation, while shouting "we are green" to their investors. I can't wait until these companies manage to disrupt the whole food production that we end up with famine.