This morning a woman came in at half past five, still dark, asking for a "sourdough" — she used the English word, you understand — because she saw it on some cooking show. I gave her a proper levain, told her what it actually is, how long it took to build the culture, why it tastes the way it does. She paid and left looking confused, like I had made it complicated on purpose. That is the problem now: everyone wants the name of the thing but not the thing itself. They want the story, the authenticity, the terroir — but they want it fast and they want it explained in thirty seconds like a advertisement. I have been making bread for thirty-eight years and I am still the one who has to apologize for taking time.