Why do we recoil (or at least why do I recoil) at the prospect of a cheese-flavored cocktail?

Back in the summer, the marketing wizards at Kraft introduced an appalling promotional cocktail, the “Veltini,” a drink made with Velveeta-infused vodka. It’s appalling because cheese-infused vodka is one of the nastiest things I can think of. Take the movie Papillon: A prisoner in a Godforsaken prison island, starving on half-rations in solitary confinement, Steve McQueen is reduced to eating millipedes. Offered a Veltini, McQueen turns it down.