Shocker - if you offer me less of something I buy less of it

Today's News that Vexes is brought to you by the otherwise reputable journal Nature.  Here we go folks - hold on to your forks: "Even meat lovers go veggie when plant-heavy meals abound"

Basically if you offer more vegetarian options, people will order more vegetarian food.  Somehow, reading this article actually made me feel dumber.

The deets: the "scientists" went to a cafeteria and doubled the number of vegetarian options while reducing the number of meat options by a third.  So, there were fewer meaty options and twice as many vegetarian options, like "wild mushroom, roasted butternut squash and sun blushed tomato risotto with parmesan"  - by the way what is SUN-BLUSHED TOMATO?  ("Aw shucks Mr. Sun, I'm blushing," said no tomato ever).  

Anyway, in this significantly less-carnivorous environment, people ordered less meat.  Someone is actually getting a PhD for this staggering 'research'.  Congratulate PhD candidate Emma Garnett at Cambridge by dropping her a note!

Ready for a mind-blower?  If you remove ALL the meat options, there is a very good chance [research still needed though] that people will actually buy zero meat options and buy only vegetarian options.   I should get a PhD in vexation!