Like many young Americans, I think Valentines day is made up and thus kind of don't like it. My girlfriend likes flowers and chocolate and will use nearly any lever she can to extract these precious delectables. The compromise? We're celebrating Arizona's birthday. Cowboy hats maybe involved.
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1a) And consequent on that, my original point was (intended to be) that "natural" is not necessarily all that relevant to people; partly because people have their own ecology, which they have evolved over many generations. Some people would call that ecology "economics", I think, but I am not comfortable with that definition.
So I'm not very happy with "natural". It has its uses, but I think it's overrated (and culturally defined, often).
Big killers? Definitely.
Glorified? Yes.