Rewarding foods are rewiring our brains. As they do, we become more sensitive to the cues that lead us to anticipate the reward. In that circularity lies a trap: we can no longer control our responses to highly palatable foods because our brains have been changed by the foods we eat.

I wanted to know how much the industry understood about how the food we eat affects us; about what I have termed “conditioned hypereating” – “conditioned” because it becomes an automatic response to widely available food, “hyper” because the eating is excessive and hard to control. I turned to Joseph Stiglitz, a Nobel laureate in economics.

“Does the industry know that what it feeds us gets us to eat more?” I asked.

“The industry has jacked up what works for it,” Stiglitz said. “The learning is evolutionary.” Practical experience has been its guide – it does not need lab rats when it can try out its ideas on humans. Its decision-makers do not have to analyse human brain circuitry to discover what sells.

Joggers are a minority, but then exercisers generally are a minority. Even though we’re repeatedly told that regular exercise combats heart disease and cancer and blah blah nag nag nag, more than 60% of the population couldn’t be arsed trying, because it makes their legs ache. They’re not necessarily lazy, but suffering from an inability to perceive the future as a solid and tangible thing, unlike those far-sighted seers in running shoes and sweat pants.

Imagine a future in which millions of families live off the grid, powering their homes and vehicles with dirt-cheap portable fuel cells. As industrial agriculture sputters under the strain of the spiraling costs of water, gasoline and fertilizer, networks of farmers using sophisticated techniques that combine cutting-edge green technologies with ancient Mayan know-how build an alternative food-distribution system. Faced with the burden of financing the decades-long retirement of aging boomers, many of the young embrace a new underground economy, a largely untaxed archipelago of communes, co-ops, and kibbutzim that passively resist the power of the granny state while building their own little utopias.

The thing that does the thinking is bigger than your biological body,” he said. “You’re so tightly coupled to the tools you use that they’re literally part of you as a thinking, behaving thing.

The next challenge? To plastinate a mature sperm whale, known to have a taste for giant squid. “We could have the predator and the prey together,” says O’Shea. “And have them in a battle posture.”

20th century capitalism isn’t fit for 21st century economics. It’s time to reboot this broken machine. There can be no clearer example why: the very machinery built to protect society spun on its axis, and was forced to protect those who harm society instead.