The rise of post-modern NATURAL penicillin and the fall of modern synthetic penicillin

I like writers who take chances. 

Writers like Aaron Bobrow-Strain (White Bread) and Christina Cogdell (Eugenic Design) and Jeffrey Meikle (American Plastic).

All three did the long hard work to tease out the incredibly subtle and unconscious ways that very powerful (and powerfully weird) intellectual memes became incorporated into the ways our grandparents thought about seemingly ordinary things like bread , dinner plates and the design of toilets.