Kinwa: Is your aspiration to be the sort of person who actually cooks quinoa and eats really healthy? Or do you aspire to be the kind of person who has enough money in the bank that they could willy nilly buy and then give away boxes of a very bougie expensive green. Kinwa: I love the idea that a scientist named James March came up with, which is to say, whenever anyone does something, especially when they do it repeatedly,. like by quinoa, by books, etc., there's two explanations.