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[pleasant music]
- [sniffing]
Ah, nothing like bacon and eggs in the morning.
It's a hearty meal that holds you together for the whole day.
It's a combination so obvious that it's been around
for as long as both foods existed.
Humans naturally loved these foods together,
so they became a staple of breakfast.
Or did they?
What if I were to tell you that the traditional combination
of bacon and eggs isn't part of our natural history,
but is instead a corporate conspiracy
orchestrated by society's true puppet masters?
It isn't a breakfast for champions.
It's a breakfast for sheeple.
[electronic music]
♪ ♪
We think that a lot of commonplace things
are the way they are because of collective free choice,
when in fact, sometimes,
one or two people alone
made a decision and created something
that is now taken for granted as part of society--
just part of life.
Here's the real story behind bacon and eggs.
It all begins with Sigmund Freud.
Or rather, his nephew, Edward Bernays.
Bernays is credited as the "Father of Public Relations,"
the product of a time when the world
had become just small enough
that you could manipulate a lot of people at once
because of the way that advertising, news,
and radio could reach a large number of people quickly.
Bernays took advantage of mass media
not with the intention to inform,
but with the intention to control.
In the 1920s, Ed Bernays asked a doctor
who worked at his agency whether a breakfast should be
heavy or light, and the doctor pretty much said,
"I guess heavy would be better."
Bernays then had that doctor
get 4,500 other doctors to confirm that.
- All of them concurred that a heavy breakfast
was better for the health of the American people.
- Then, Bernays lobbied newspapers
to publish that all these doctors were saying
you should eat a big ol' breakfast.
But he wasn't doing this to improve public health.
He was doing this because Beech-Nut Packing Company,
a major supplier of bacon,
was paying him to do it.
- The sale of bacon went up,
and I still have a letter
from Bartlett Arkell,
president of Beech-Nut Packing Company,
telling me so.
- So we collectively, as a country,
agreed that bacon was our breakfast meat of choice.
But we didn't actually make that choice at all.
And that's just breakfast.
Our lives are full of decisions that we think
we make of our own free will.
But do we?
[dramatic music]
These days, our markets are inundated
with products and choices.
But is having many choices good or bad?
[dreamy electronic music]
♪ ♪
Most people say they like a lot of choices.
But do they really?
We took our cameras and a few pounds of jelly beans
to Venice Beach to find out.
First, we invited people to pick
one of two flavor choices.
- Yeah, good.
- Yeah, I'm happy with it. Yeah.
Thank you.
It was an easy choice to make.
I chose it 'cause I wanted something fresh in my mouth.
- I like it--I like lemon and citrus and everything like that.
Good taste. I'm happy with my choice.
- Most subjects were content with their selection
when it was a choice between two options.
But what happens when we offer more choices?
Will the subjects be just as happy with their decision?
- I see.
Not licorice...
Okay. Can I do more than one? Or just one?
- Oh, my goodness.
Mmm.
Mm-hmm.
Well, I'm kind of regretting not trying a fruit one.
Because with jelly beans, it's more--
fruit is more natural to me.
Like, I probably should have gone
for my first choice, raspberry.
Maybe I would have been happy.
- There's, um--I mean, there's a lot to choose from.
I'm gonna try one?
- Okay. Marshmallow.
- I don't know. Uh...
You're always questioning, like,
"Did I make the right choice," right?
Like, initially, I wanted to try pineapple,
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