Food marketers know that if they call their product a superfood, it’s sure to sell. Take quinoa, for example. In the early aughts, when the ancient grain first became trendy, quinoa prices tripled in the span of five years. (Many Bolivians, who had relied on it as a food staple for centuries, were soon priced out of the market.) The moral here: it’s important to question anything knighted with the superlative.