As for what Matheson wants, the answer is everything. In the space of one brief conversation, he tells me he wants to open the sickest restaurant in Toronto, open restaurants all over North America, never work in a kitchen again, win tons of James Beard Awards (which would require working in a kitchen), start a fashion line, be a millionaire by age 40, make television, quit making television, make a Hellmanns mayonnaise commercial, never make a McDonalds commercial, and just generally do a bunch of cool shit. It all sounds contradictory, and it is
And quitting can be hard
Like all cancers, it can spread to other parts of your body if left untreated
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Its always when you are at the forefront of the changes, and building the model, that we have to go through this whole thing
E-cigarettes and vapes are well-known alternatives that eliminate combustion