Context

Last week I made my biennial trek out to South Bend for the greatest intersectional rivalry in sports.  Thanks to a number of ill-timed holding calls, my hopes for an upset were dashed.  But, as always, I had a wonderful visit to the Golden Dome and a walk along the lakes with golden leaves overhead.  As per usual, I bought a bratwurst from a student group grilling in the quad (this time, the MBA student association).  It was one of the best tasting brats I have ever had!  Crunchy, savory, and hot, my mouth was flooded with umami as my brain was flooded with all the positive associations of autumn. 

Was it really the best brat ever made?  Of course not.  It was a cheap, mass-produced Costco brat charred beyond recognition on an open flame by a drunk, overworked, distracted student.  Yet it tasted amazing because of the context.  A recent report on NPR described an experiment at Oxford that showed changing the environment of a tasting experience changed the flavor of the whisky the subjects were drinking.  We all know this phenomenon: margaritas on a beach in the Yucatan sunshine taste better than one served in a dive bar in Iowa City in the winter. 

Context is significant for changing perceptions beyond whisky and bratwurst (by the way, that’s not a great pairing; trust me, I’ve tried it).  Take for example the recent travesty of the NCAA sanctions for the University of Miami.  As the NCAA bungled its way through the investigation, Miami self-imposed a bowl ban.  Despite uncovering clear evidence of a decade of recruiting abuses that involved a booster with the full knowledge of the coaching staff and the college President, the NCAA found that Miami’s self-imposed sanctions were mostly sufficient.  While suffering constant criticism for inconsistency and the embarrassment of witness tampering during their investigation, the NCAA saw that Miami’s violations were not a major concern.  Yet 5 years ago when they slogged through an investigation of USC, finally finding that a coach “should have known” about Reggie Bush’s inappropriate gifts, they hammered the Trojans with a 30-scholarship reduction plus post season ban.

Miami = 120 players and the admitted knowledge of the coach and president. 

USC = 1 player and an assistant coach who “should have known”

Not equivalent.  Regardless of context. 

Fight on,

Hans