That is a high price to pay for "contented cows." But then, people pay even more for Kobe beef. Personally, I am willing to pay for organic bananas (on the theory that they are one of the worst offenders when it comes to pesticides, and in one of the most sensitive ecologies in the world); I will sometimes pay a premium for organic tomatoes (or simply tomatoes "on the vine"), but there's no way I'd pay $43 for milk even if the Angels of the Lord came down and bore the cattle around so their tender hooves needn't scrap against a stone.

My mother used to buy milk straight from the farm of a schoolhood chum and her husband. Pasture-fed cattle, feck-all in the way of antibiotics and hormones. Forage grown right in the next field. It didn't cost $43 even allowing for inflation. I think we thought $1 a quart was high. It was still warm from the pasturizer (I liked to think, from the cow). You had to shake the glass bottle to mix the cream and milk.

Not even mountain cheese (alpege, as they call it in Switzerland) is totally free of "stress" in the form of pollution.

I guess I should have read the article. They're adding natural hormone to the people via the cows intentionally. You can BUY melatonin as a sleep aid over the counter in the drugstore, by the way, for a few bucks. What you have as a chaser is your business. You shouldn't over rely on it, though, as it will throw your melatonin production out of whack over long periods of use.

Still something I wouldn't pay for, but those Japanese and their crazy fads. You'd think it takes less than five generations to pay off a mortgage in Tokyo or something, the way they burn through the Yen on gimmicky products. And Americans are supposed to the Masters of the Universe of Marketing.