Nature & Animals Quote by Morgan Spurlock

Spurlock turns a drive-thru smell into a confession of conditioning, and the joke lands because it’s not really about burgers - it’s about how little “choice” survives contact with a well-funded habit. The Pavlov reference is doing double duty: it’s a wink to anyone who thinks they’re too savvy to be manipulated, and it’s a cold reminder that desire can be engineered. Smell is the perfect trigger here because it’s primitive and involuntary; you can’t argue your way out of your own salivation.

The line also captures the specific aftertaste of Super Size Me-era culture, when fast food stopped being just a guilty pleasure and became a public-health plotline. Spurlock isn’t merely saying he can’t eat a Big Mac anymore; he’s dramatizing what it means to live with knowledge that doesn’t automatically rewire appetite. “That is so good” isn’t ironic. It’s the point. The industry wins first at the level of sensation, and only later do you get to tack on ethics, health, and self-control.

There’s an implied power dynamic, too: the body as an unreliable narrator. He can resist the bite, but not the craving, which makes abstention feel less like virtue and more like constant negotiation. The humor softens the moralizing, but the subtext stays sharp: marketing doesn’t need to persuade you in the moment if it’s already trained you to want.