HERE'S WHY!
Given the fact that most people eat and drink several times per day, you'd think that scientists would be able to accurately explain flavor.
"But wait!" you say. "Isn't flavor a combination of taste and smell? Gourmet culinary arts and the wine, beer and coffee worlds are rife with this simplistic concept.
Sadly, it is not supported by science or even common sense.
Gerry Nicholls, exposes the hidden agendas at work behind science textbooks nationwide, bravely bringing you the truth: Flavor research has been watered down to make things more-erm-palatable for the average person.
THE AUTHOR
Gerry Nichols, GED, HYBC -According to legendary keyboard-player-to-the-stars Bob Noble, Gerry wears many hats. Despite not having any official medical qualifications, he has an encyclopedic knowledge of all aspects of healthcare. (Many doctors regard him as their go-to second opinion.) Gerry is also quite funny. His outlandish sense of humor and spirit of reasonable contention make him a spectacularly original, nonconforming voice. This, assuredly, is a strength—the man should not be underestimated.
About Flavor Flimflammery
The Idea - The Book - The Author
Until Flavor Flimflammery there has never been an explanation of flavor perception as experienced by every human being. Shockingly, yet amusingly, it has taken Gerry Nicholls to change this. He juxtaposes his decades of medical operating room experience on three continents with his worldwide, humor-based show business background.
Which ever source you consult for the definition of flavor, you will repeatedly stumble on the insultingly, simplistic: flavor is smell plus taste.
Gerry’s revelations are reliably based on science, facts, neurology, evolution, skepticism and his experiences as a national beer judge, presenter for the Specialty Coffee Association and flavor presentations for the beverage industry, as well as (on a serious note) educating frustrated doctors.
The foregoing could easily lead to a snarky, insulting, dry book but happily, readers can expect humor throughout utilizing Gerry’s British unsubtle art of piss-taking. Dozens of cartoons, graphics and photos make it a fun read for anyone with intellectual curiosity and a keen sense of humor.
Even the French are Singing Praises
What's the Point?
Poetry Corner - The Author as a Poet
Limerick
There was a young wine from Bordeaux
(From where the great reds tend to flow).
Using flimflam while tasting
the flavors are amazing
your full imagination on show.