A few years back, when I was guiding college-age students into the Boundary Waters in Minnesota, I took a group to an outfitter’s store for last-minute supplies and to expose them to the vibe of canoe country, letting their excitement build.
At the check-out counter, the proprietor had stacked two or three varieties of natural insect repellent, labeled with “no artificial chemicals,” “nature’s natural,” “organic,” or “non-toxic,” in packages of shades of green. He knew his customers.