Evil Has A New Name
I experienced my minor league epiphany while reading an article on the Internet that could be summarized as "people think black is bad." The article was going on and on about how society conditions us to view the color black as a negative. The theory goes that, racist or not, we assume the worst about anything black. Black people, black birds, black eyes and black holes are all victims of our anti-black prejudice.
I don't know if I agree with the article's premise. I wasn't even convinced after some fancy online test from Harvard flashed a bunch of words and pictures at me and declared that I hate black people.
I like black people. I like black cars. I like Darth Vader and night time and those vinyl pants hot chicks wear in action movies. I could go on forever. Paint it Black, one of the best Stones songs. Blackwater is my favorite mercenary company.
You get the picture. Black is just fine with me.
Regardless of what Harvard said, black wasn't my bad word. Maybe the article had a point in there somewhere. Maybe some other word or concept was the hook on which I hang all of my negative prejudices.
I searched my mental dictionary.
Colors were right out. I have mixed and complex feelings about every color other than aquamarine, which I have a longstanding rivalry with completely unrelated to any stereotypes.
Political affiliations tend to be either too general or too specific. I don't dislike most Republicans, but I hate every single neocon. Neocons are demonstrably evil, so that word doesn't really work. The same goes for nationalities. My infamous hatred of Eskimos is based on the way they treat seals: they eat their eyes. Call me Mr. Biased, but that's one step away from eating souls and I think that qualifies as bad.
No, if I wanted a suitable "bad" adjective it had to be almost as universal as a color. I was wracking my brain and coming up with nothing until, as usual, the TV provided me with my answer.
Domino's Pizza, the second worst pizza franchise in the United States, was airing an advertisement for some grotesque version of a bread stick. It was covered in melted cheese and oozed oil like a strafed tanker truck. Purchasers of this delight were instructed by an excited voice to, "Try it with our ranch dipping sauce!"
The thought of bathing that sodden log of cheese-topped bread in ranch dressing was about as appetizing as spooning vomit off the floor of a gym shower with a Dr. Scholl's I pried off the underside of a medical waste bin. Just like that, I had it.
My evil word.
Ranch = Evil
The Domino's commercial started me down the right track towards understanding my aversion to all things ranch. I didn't accept ranch as the answer right away. I subjected it to rigorous analysis. Some Harvard level shit you might have heard of called "social science." It's like science, only you do it however you want.
Hypothesis: Fuck "Ranch."
Method: Identify and evaluate legitimate uses of "ranch."
I'm pretty sure this is what they serve in the cafeteria in 1984.
Ranch: A rural compound for the confinement and work of live animals. These are usually then shipped elsewhere for large scale slaughter. SEE ALSO: Uh, just the fucking Holocaust, dudes.
Ranch House: A house only worse. Built as tract housing mostly during the 1950s through the 1970s out of brick facades and ornamental window shutters. Was replaced in the 1980s and onward by wood pulp, vinyl siding, and value-adds.
Ranch Dressing: A dressing made from mayonnaise, cream, bile ducts, processed horse gelatin, owl beaks, corpse hair, and aphid pressings. Popular throughout the Southwest and Midwest United States as a condiment for stuffed-crust bacon pizza.
Dude Ranch: A ranch for Europeans and big city types to get out into the country and live exactly like real cowboys lived in the Wyoming Board of Tourism brochure. The experience usually includes a real ranch meal catered by the El Paso Olive Garden and a stay in a real "ranch room" complete with wagon wheels, old cow skulls, and five channels of HBO.
Conclusion: Ranch bad.
Experiment 2: Word Association
Method: Listen to "ranch." Start a 60-second timer. Write down every word that enters you head.
Conclusion: Noooo RANCH! Ranch!!!!
Method: Search Google for "ranch" and attempt to find any place where the word "ranch" is used in a positive context.
You know that smell your car gets on a really hot day when that 2 year old french fry in between the seats starts to bake? Yeah, all of the girls at the Bunny Ranch smell like that, latex, and body spray.
Bunny Ranch: Seems like a good time if you want to pay to have sex with former porn stars. Overpriced and under-serviced, you'll be lucky if you can talk some whore with an ironic name like Charity down to 600 bucks for a hand job while she farts in your face. If you want her to cry afterwards they up-charge you for a "girlfriend experience." Total bullshit.
Cancer Ranch: For kids with cancer to ride horses until their bodies are devoured by the ravenous monster clinging to their ruptured cells. Feel good moment of the week: Tuesday pick up, when the man in the big car comes to pick up all the kids "sleeping" in the basement.
Conclusion: Ranch is where all good things are remade as bad.
I did not come by my conclusion easily, but I think it is clear: nothing is worse than ranch. I wear my prejudice gladly. If you've come this far, I think you will agree.Ranch is blacker than the darkest black. It is empty and devoid of life, joy and happiness. It'll suck your soul out and turn it into blu cheese. Ranch is evil.