>> this is amazing. olive oil -- >> right. basically organic food is great. but the -- it doesn't have as many more advantages over frozen food and canned good as we would have thought. >> this gourmet thing, this is amazing, supermarket olive oil $5.49, extra-virgin olive oil $25.29, basically no difference. minimally processed. >> that makes me mad stew this is all marketing. it's comical, actually. >> possibly false marketing. >> dr. sacks, you know -- >> we got to talk about this. >> we want to talk about fiscal cliff but this probably speaks to you as well because obviously you've talked about nutrition worldwide. a lot of times we see a great disparity between what's happening in inner cities in america and rich suburbs. >> and our food environment. >> do you have any take on this? >> first of all, i think what was said was that the processing is where a lot of the dangerous stuff can be added. it's not exactly whether it's a freeze dried or whether it's fresh, but how it's processed.