It's just me being weird! I have never eaten coconut ginger rice before, ever, but I have had cheap macaroni maybe five times in my whole life, so it's only familiar enough for me to know it's completely underwhelming. (As I told my boss today when relaying the story: "As far as I'm concerned, macaroni is for glueing to construction paper.")

I can recognise on a certain level that most people will choose the familiar over the unknown, but given the choice between "this is new and has bold flavours!" and "this is familiar and boring" (especially when it's also "blandest and least nutritional food I can think of"), I am always going to opt for new and bold, so it remains baffling on the emotional level. Kind of like people who enjoy sleeping in cold rooms - I understand that that's a thing, and a common thing to boot, but WHY you'd want to do it will never really gel for me!