When you talk about avant-garde cuisine, the surprise factor is really important. For example, I love looking at blogs and the photos, but I'm not that keen on other people taking photos of my dishes.
Ferran AdriaThe person who's receiving the food cooks as much as the chef. They have a very important role to play... There's no other activity that the person who receives it can destroy the work, can participate in how it's being done. It's emotional. Sometimes journalists are going to have to start talking more about the diners than the chefs.
Ferran Adria