• It’s simple: Eat subs and lose weight. (It may be oversimplified, frankly, since the meatball sub with extra mayo won’t help you lose weight.) • It’s unexpected: A guy lost a ton of weight by eating fast food! This story violates our schema of fast food, a schema that’s more consistent with the picture of a fat Jared than a skinny Jared. • It’s concrete: Think of the oversized pants, the massive loss of girth, the diet composed of particular sandwiches. It’s much more like an Aesop fable than an abstraction. • It’s credible: It has the same kind of antiauthority truthfulness that we saw with
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