To Whom is He Speaking?

Matt Yglesias on, of all things, frozen veggies:

I sometimes feel like California-based foodies have produced some kind of mass hallucination around the subject of fresh vegetables. But if you poke around your local supermarket, you’ll find that they have tons and tons of big freezer full of little conveniently portioned bags of vegetables. Just like pizza or egg rolls. But healthier. Is it 100 percent as tasty as farm-fresh locally grown in-season produce? No. But it’s convenient as heck and very very inexpensive. Part of my recent weight loss strategy (down a bit over 60 pounds since the beginning of March) has been to try to adopt microwaving frozen vegetables as a go-to quick meal for one option.

Like most of his posts, this one takes on an issue raised by someone else and then provides as an answer something utterly banal while trying to pretend that he is far sighted.

He also, as is his wont, misunderstands or seems to one of the article's main points. The author argued that people don't eat vegetables because they don't like vegetables.  People, by and large, know about frozen vegetables and people, by and large, don't eat them because they don't eat vegetables not  because they need to know about frozen vegetables. This post really is as smug and self-satisfied as it gets.

[lightly edited for clarity]
(h/t Susan of Texas)