There are various attempts to explain why people are getting into this, but they all seem like rationalisations to me. A lot of people just like things that are new and different. That's all. And fair play to them.

Also:

>" It’s not about the pleasure of eating the texture of the food. It’s just like: ‘this is good fibre and lots of nutrients and I’m going to eat it,’ and I think that is actually a very American way of thinking about eating,”

No, it isn't.