The prominence of the social dimension in food writing might suggest that the flavor of food is taking a back seat. I suspect that most people view flavor as of secondary importance in social settings where food is served. Although our social gatherings coalesce around food, the meaning of these gatherings does not seem to depend on flavor. Flavor assists with the narrow purpose of filling the belly, and once that is accomplished it provides the backdrop for whatever social dynamics characterize the gathering. These can be understood independently of the flavor of the food on offer, the appreciation of which is understood to be personal and subjective. According to this conventional wisdom, the ceremonies and rituals around food, the social events that supply food with its meaning, do not depend on the quality of sensations provided by the food. To focus excessively on flavor is to miss the larger significance of these social relations.