The French chef never reaches out to his guests: he beats them, we are not in a restaurant but in a sadomasochistic dungeon. The cunning storytelling merchants convinced a plethora of chefs that they needed to "tell a story" even more than serving delicious things.
This gives, in the press kits and on the websites of the victims of this mercantile illusion, professions of faith inflated with nothingness. It doesn't mean much, but at least it's consistent, because the plates don't want to either...