I read till about 30%. This book has good ideas. In essence, the central points are that taste is not as set in stone and genetic as you would think. Taste is in fact affected by parenting, culture, and influence. It is a multisensory experience involving smell, taste, touch, sight, sound, and taste preferences are heavily shaped by memory and emotions. Good points but the book is pretty long-winded. Lots and lots of examples (sometimes relevant sometimes not) are given for each chapter. I think it could do with a good trim. Still, an interesting book about taste and food.