Many Westerners say that bugs disgust them because bugs are linked to dirt, disease and death. But this is more of a cultural attitude than a hard-wired, inherent revulsion. It's not rational. So the way to work around this, the study authors write, is to appeal to this irrationality, to make bugs look and taste good so that people actively enjoy eating them. Restaurants can feature artfully prepared dishes with familiar names to make diners less skittish. Using a different name to describe the bugs that we eat can also help consumers feel more comfortable with this new dietary addition, the way we eat "pork" or "bacon" instead of saying we eat pig. Neuroscientists can collaborate on public education campaigns that make people want to try new recipes at home. Importantly, dishes should look as good as they taste.