There is quite a bit to this talk that can't be adequately captured by the title. For one thing, Gladwell shows how people cannot articulate what exactly they want (even though they know it when they see it), a point that pg has previously emphasized in his essays on style and design. Using spaghetti sauce as the metaphor, Gladwell also shows how NOT to survey users on what they prefer, and suggests that celebrating individual differences and tastes (along many dimensions) produces more happiness than a one-size-fits-all model, regardless of how authentic or well-designed that one model is.