labo group gave out a few hundred of these le whifs today at TEDxBoston. 200mg of chocolate, aerosolized (i assume). powerfully weird, but they do taste like chocolate. for those who care, close to zero calories.
the inventors explain that the history of food consumption has followed a trajectory of decreasing volume (which is only arguably true), and that inhaled food--le whif is the first example--is the logical telos of that trajectory. they didn't say why, but they're not the first to think that something like this might be on the way. back in the 80s, writing about japanese food, mfk fisher noted that
We have never been taught to make little look like much, make much out of little, in a mystical combination of ascetic and aesthetic as well as animal satisfaction ... [but this new acceptance], no matter how unwitting, of the intrinsic asceticism of Oriental cooking, is suspected by some observers to be a kind of intuitive preparation for the much leaner days to come to all of us who live on a polluted planet. What is now a stylish fad, or an "awakening," depending on both pocketbook and chronology, may become in the future an exotic recollection of the Good Old Days, when carrot curls and cashew nuts were eaten by caprice and not necessity. A latter-day MacLuhan might argue that out current preoccupation with culinary simplicity is really an instinctive recognition of our diminishing supplies of food ... of our need to accept austerity as the rule, after a long time of heedless Western glut.
from the introduction to japanese cooking: a simple art