Food quality is something that we need to be talking about as well. I'm not saying fibre doesn't matter, all thes other things that better. But i think it's so easy for people to say 'calories are the most important thing inergy' and then go on with their lives without thinking of qualet or food quality. It's like a pyramid - what's the next most important stuff? In the next an next, next, some of those things cross over.