We are inclined to believe that two things named the same things are the same thing. An apple is an apple. Frosted Flakes are … those. It’s never really been true, but it’s never been less true than it is now, because all of the products and services we purchase come from a world very different from the previous world. They are produced, packaged… and subjected… to myriad variables that usually had only a modest effect. Now the effect is severe. A thousand hidden differences. And no one can account for them…