1. The practice of professing beliefs, feelings, or virtues that one does not hold or possess; falseness.
2. An act or instance of such falseness.
Scene: Berekely Bowl - a local, co-op, predominately organic, whole grain foods. Long line for the check out, typical.
Lady talking with clerk - blah, blah, I eat only organic, blah. "It tastes so much better. So much richer, when your food is all organic. My children and I never get sick. People complain about how much more expensive it is, but when you look at what they're spending at the doctors, I'm paying for my health!"
Clerk: "Yeah, I've been interested in getting started with that. What do you think I should start with?"
Lady: "All your dairy products and produce. Compare the taste of a non-organic tomato to an organic tomato. You'll see. Plus, you'll be so much healthier. And really when you think about it, who wants to be supporting all those chemicals?"
Clerk: "Paper or plastic?"
Lady: "Plastic. And could you double bag it?"