Case in point -- that pumpkin pie you enjoyed as a kid? Actually made from a variety of squash, flavored with signature spices. It's those spices that are associated with the "pumpkin" flavoring we stick in our vodkas and Oreos and Starbucks at varying degrees of intensity. In other words, much like grape and watermelon flavoring, "pumpkin spice" might as well taste like the pope's farts so long as the label is the same. And yet, despite tasting nothing like pumpkins, the sale of pumpkin spice has amazingly boosted the sale of actual goddamned pumpkins 34 percent in the last five years -- all by association. It's almost as if a totally different beast is in play besides our sincere love of this worthless fall crop.
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"The spice must flow."