Mark Bittman wants YOU to cook 'cause he cares about people, the planet, enjoying variety and simplicity. I got turned onto Bittman from his Minimalist videos and I can say he has encouraged my curiosity and creativity in the kitchen. I feel so much more confident in my cooking since reading his books. He just makes you feel safe to throw together what you have in your fridge and pantry (which he teaches you how to stock) instead of making you feeling like you have to make a trip to a specialty store to purchased high priced items you'll use once.