I immediately knew what's the article about, just by looking at the header. Anecdote time: my father used to be one of top-5 world's manufacturers of Denationium Benzoate, before he decided to retire. I grew up with this substance, I moved bottles, bags, canisters, flasks, barrels full of it. I drove in a car that was used to ship it. I had my clothes washed together with the clothes that was in contact with the DB.

I simply grew up to like the bitterness. You put your t-shirt on, there is bitterness in your mouth. You enter the BMW 5-series with leather seats, sit down and just enjoy the bitterness. This thing is really really spreading easily in powdered form. That was fun childhood/teenager times :) Actually, really inspiring, I've met a lot of interesting people - from random sales people, random purchasers, seen extremely interesting usecases for the Denatonium (like checking whether the cooking process is actually kosher, if it's not the food would be bitter, amongst more funny stories), met CEOs of petrol companies, met whole bunch of liquor producers... Honestly lucky me to be born to a producer of Denatonium Benzoate.