From the start, it's clear that Michael Moss has been on the warpath to reveal the truth about food and food companies producing what the public consumes. From interviews with these big companies and visiting the US Department of Agriculture, to studying research done by respectable Universities and other educational institutions, Michael Moss went delving for truths. Over the years, Moss gained insightful information into big companies like Monell, Kraft, Coca-Cola, and Kellogg's, to name but a few on how they make millions of dollars every year from consumers. Throughout the book we find consistent and reliable information shared by Moss. One small example of ethos can be found in this quote: "First, the actual processing has stripped away the nutritional value of the food. Most of the grains have been converted to starches" (Moss xvii). An example of how nutritional value has been declining and masked with other unhealthy forms of edible products. It's almost like we can't help but to feel sorry for the uninformed consumer who devours tons of sugar-laden snacks and fatty foods every year. They suffer from health-related illnesses caused by the wave of unhealthy foods consumed. This leads to the appeal for pathos. "Suddenly, the kids there, along with the kids in he United States, seemed so unfairly lured, so helpless in the face of the company's tactics, so utterly vulnerable to the addictive powers of Coke, that Dunn decided his company had gone too far" (Moss 99). Many food technologists and scientists were more than willing to share their stories and research done over the years about how foods are nowadays designed so that the consumer wants more. It's startling to learn how food companies make use of certain tastes to create cravings and make food addicts out of us. This leads to an appeal for logos. "More than half of American adults were now considered overweight, with nearly one-quarter of the population - 40 million adu