Artisanal mayonnaise is giving me a post-modern headache

"These… mayonnaise people. Have I assumed their pretension too harshly? Did I falsely detect a sense of irony so thick they don’t even know when they’re kidding anymore? Why do I assume they aren’t earnest in their love of mayonnaise? They look like nice people." Amber Frost at Dangerous Minds. [I get it, but I'd also like to try some. Maybe they should Put a Bird on It.]