I dimly remember, quite some years back during an online video binge where I watched clips of young Americans trying out foreign sweets and objectively stupid people try ‘the world’s hottest peppers’, stumbling upon a video of ‘disgusting foods’ or some such theme. One part had two grown men eating hákarl, after sniffing it with scrunched noses and various ‘Oh, God!’ exclamations. They retched and aimed to spit it out. If you go to YouTube and type in ‘eating hákarl’ or ‘eating rotten shark’ there are pages and pages of clips, mostly homemade, mostly loud young Americans, eating and overreacting to this Icelandic delicacy. There is indeed even one clip involving Gordon Ramsay retching at it on his own show, and even Andrew Zimmern went to shoot an episode of his Bizarre Foods series there and said ‘That’s hardcore. That’s serious food. You don’t want to mess with that. That’s not for beginners.’