I’m so scared. What could be in it? What is substance? A rose is a rose is a rose is a rose. When does it stop being the rose, though? You can put a block of tofu on a plate, market it as vegan escargot and charge me $14.99. How far can we stretch this idea? What if on this plate, or rather brown cardboard packaging, was a single white rose, labeled vegan escargot. Would the price change? I fear not.