I'm such an avid magazine reader - music, art, beauty magazines - and I found that food and restaurants were pouring into everything I cared about. Whether it was the pop-up concept, or some mysterious mini-mall restaurant, I got swept up in the sexy romance of the food movement.
Icelandic people are really educated. But maybe we are at where the people in the States were 50 years ago, where they think that stuff that isn't done with a hammer or physical power is not a job. It's that backwards.