We have a funny sort of love/hate relationship with critics because, unfortunately, in the art/commerce dance that we do, they drive people to the restaurant. Regardless of sometimes how well we prepare the food, if people don't know that we're out there, if someone isn't talking about us, you guys aren't coming.
Typically, you learn how to cook, but you don't know why. We were looking for a deeper understanding of what was happening to our food as we roasted it, boiled it, grilled it, chopped it, etc. And it turned out, as we began to really say what is cooking, what does it mean to cook, there's a lot of science involved.