That's what the sign above a table loaded with the latest offerings for the cooks or wannabe cooks of the world at the local Chapters.
I picked up one of the books and flipped through...
... glossy pictures
... airbrushed subjects
And it hit me -- Cookbooks are the new porn.
Breads & buns, cookies & cakes -- they were all memorialized and fetishized in the pages of these little books. I'm surprised they aren't considered contraband by the Atkins set.