Chipotle, which has promised to remove GMOs (from soybean oil anyway - the meat, cheese and soda remained evidence-based) and claimed it was going to be more ethical than anyone else by only sourcing local ingredients and produce now has a much bigger problem on its hands - its stores are a ghost town because they have caused not different types of foodborne illnesses in different parts of the country.

So CEO Steve Ells may feel like he is being magnanimous by telling the marketplace he is not going to charge them more to not make them sick, but instead he is going to make them hypocrites. They think he is doing all of that stuff he claimed to do but instead has to find better products where he can at the best price - the exact thing he criticized his competitors for doing.