Status and affiliation. Kehler isn’t in the cow business. He’s in the business of taking a commodity raw material and turning it into a high-value food item. It shouldn’t matter to him whether the raw material is from a cow, a chickpea, or a nut. But it does. This is similar to the way the book industry acts—as if it’s in the cutting-down-trees business instead of the enterprise of bringing new ideas to people who want to pay for them.
