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The problem for us

. . . is how to serve up an ice cream in such a way that he [the customer] loses the desire to eat it for the rest of his life. Or an ice cream that, once it has been bought, grows bigger than him and humiliates him. Or that becomes a piece of the world surrounding him and frightens him . . . In short, an ice cream with no alternatives: either you eat it or it eats you. Or rather: it starts to eat you as soon as you have finished it. And then we think: apple-bombs, poisonous sweets, false information, in short Trojan blankets, beds, or horses that are brought into the house and destroy everything in it.

from The Complete Works of Andrea Branzi