with pet food, it has to be marketed to the pet and enowner, is if -- pet and the owner. so, dog loves something really kind of smelly and you are like i can't go near that, so you have to please both. >> you make the point in the book, your pet doesn't always like what you like. if you both like ice cream, for instance, is it more of a coincidence? >> well, there is some overlap for sure, but dogs are not nearly as squeamish as humans when it comes to smells of decomposing protein or kind of really ripe smells. but the other things that dogs have a thousand times as many of the receptors, the ole factory receptors, you are like it smells like backyard barbecue grilling, we are like we don't like it. >> how come we don't like crunchy stuff. >> the reason we ago human beings like crunchy, fruits and vegs that are fresh are crisp and crunchy. you bite into it and you know that is fresh. it is not mushy or rotting. it is not dangerous. we have a preference for crunchy food. the snack people know that. they know we have a built in preference for crisp and crunch, so they expl