Here's a fascinating article in Slate from Chris Suellentrop.
...America's belief in the goodness of milk has taken a darker turn. Milk has turned from a symbol of true-blue Americana into a token of everything that's wrong with the country. As with most cultural changes, the transformation began with extremists, but it has crept into mainstream discourse. Like Hulk Hogan suddenly becoming a wrestling villain, the symbol of saying your prayers and taking your vitamins, of right-thinking Americanness, has now become the bad guy.
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