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This craziness (i wonder if they eat the citrus fruit afterwards) reminded me of the Corn Palace in Mitchell, South Dakota. Actually, the words "building a nation" inscribed over the entrance one year (the palace gets redesigned annually) rang fairly threatening to my ears (probably because I started reading The Story of Corn by Betty Russell), while imagining a nation built on citrus just puts me in the middle of this Tang commercial.
Actually, speaking of corn, check out this TED talk by Michael Pollan.