There is a radio advertisement for Kaiser Permanente that we hear on the classical music station we sometimes listen to. A full sixty-second spot of a woman's ultra-soothing voice, calmly assuring us how much Kaiser cares, and how very much healthier are we when we associate ourselves with Kaiser, and let them care for us. Kaiser cares. It really does. The commercial features voice-overs now and again, folks just like you and me proclaiming, "I like this," and "I like that." Toward the end, everyone likes to "chill" somehow, and the word "chill" becomes a running thread. "I like to chill." "Chilling out." "Taking a chill." "We like chilling together." (Must have had something to do with the then-heat wave we were having, those clever and timely marketing pros.)
I listened as the ad came to an end and just sort of hung there, and was betting on the fact that at least 80% of the listening audience was thinking, "I like chilled beer." Honestly, it was so leading. If I were the gal-on-the-street that day and was asked to add my two cents in a sound byte for that commercial, that is exactly what I would have said. Perhaps I missed the point, but it seemed so fitting. Studies prove that a simple, honest pint of good beer is healthy for the soul. Benjamin Franklin himself is (allegedly) quoted to have said, "Beer is proof that God loves us and wants us to be happy."
Amen, and may I recommend Magnolia Pub and Brewery on Haight. I haven't yet been to Europe, but I bet these brews rival the best in the world, and the place has a fantastic history. Great place, good food, and truly original, fabulous beers. Go there. Now.