"Glory is largely a theatrical concept. There is no striving for glory without a vivid awareness of an audience... The desire to escape or camouflage their unsatisfactory selves develops in the frustrated a facility for pretending -- for making a show -- and also a readiness to identify themselves wholly with an imposing spectacle."

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Language is never fully trustworthy, but when it comes to eating animals, words are as often used to misdirect and camouflage as they are to communicate. Some words, like veal, help us forget what we are actually talking about. Some, like free-range, can mislead those whose consciences seek clarification. Some, like happy, mean the opposite of what they would seem. And some, like natural, mean next to nothing.

— Jonathan Safran Foer