'Don't Eat This Book'

Morgan Spurlock had a simple idea for a documentary. What would happen if someone ate McDonalds, and only McDonalds for 30 days straight? By the end, he had gained 25 pounds, and added 65 points to his cholesterol count and a list of other health problems.

Now he's taking on the state of nutrition for all Americans in his new book, "Don't Eat This Book."

He visits The Early Show to talk about it. Read an excerpt from Chapter One.

DO YOU WANT LIES WITH THAT?

Don't do it. Please. I know this book looks delicious, with its lightweight pages sliced thin as prosciutto and swiss, stacked in a way that would make Dagwood salivate. The scent of freshly baked words wafting up with every turn of the page. Mmmm, page. But don't do it. Not yet. Don't eat this book.
We turn just about everything you can imagine into food. You can eat coins, toys, cigars, cigarettes, rings, necklaces, lips, cars, babies, teeth, cameras, film, even underwear (which come in a variety of scents, sizes, styles and flavors). Why not a book?

In fact, we put so many things in our mouths, we constantly have to be reminded what not to eat. Look at that little package of silicon gel that's inside your new pair of sneakers. It says DO NOT EAT for a reason. Somewhere, sometime, some genius bought a pair of sneakers and said, "Ooooh, look. They give you free mints with the shoes!"—soon followed, no doubt, by the lawsuit charging the manufacturer with negligence, something along the lines of, "Well, it didn't say not to eat those things."

And thus was born the "warning label." To avoid getting sued, corporate America now labels everything. Thank the genius who first decided to take a bath and blow-dry her hair at the same time. The Rhodes scholar who first reached down into a running garbage disposal. That one-armed guy down the street who felt around under his power mower while it was running.
Yes, thanks to them, blow-dryers now come with the label DO NOT SUBMERGE IN WATER WHILE PLUGGED IN. Power mowers warn KEEP HANDS AND FEET AWAY FROM MOVING BLADES. And curling irons bear tags that read FOR EXTERNAL USE ONLY.
And that's why I warn you—please!—do not eat this book. This book is FOR EXTERNAL USE ONLY. Except maybe as food for thought.

We live in a ridiculously litigious society. Opportunists know that a wet floor or a hot cup of coffee can put them on easy street. Like most of you, I find many of these lawsuits pointless and frivolous. No wonder the big corporations and the politicians they own have been pushing so hard for tort reform.

Fifty years ago it was a different story. Fifty years ago, adult human beings were presumed to have enough sense not to stick their fingers in whirring blades of steel. And if they did, that was their own fault.
Take smoking. For most of us, the idea that "smoking kills" is a given. My mom and dad know smoking is bad, but they don't stop. My grandfather smoked all the way up until his death at a grand old age, and my folks are just following in his footsteps—despite the terrifying warning on every pack.
They're not alone, of course. It's estimated that over a billion people in the world are smokers. Worldwide, roughly 5 million people died from smoking in 2000. Smoking kills 440,000 Americans every year. All despite that surgeon general's warning on every single pack.
What is going on here? It's too easy to write off all billion-plus smokers as idiots with a death wish. My parents aren't idiots. I don't think they want to die. (When I was younger, there were times when I wanted to kill them, but that's different.) We all know that tobacco is extremely addictive. And that the tobacco companies used to add chemicals to make cigarettes even more addictive, until they got nailed for it. And that for several generations—again, until they got busted for it—the big tobacco companies aimed their marketing and advertising at kids and young people. Big Tobacco spent billions of dollars to get people hooked as early as they could, and to keep them as "brand-loyal" slaves for the rest of their unnaturally shortened lives. Cigarettes were cool, cigarettes were hip, cigarettes were sexy. Smoking made you look like a cowboy or a movie starlet.
And it worked. When my parents were young, everybody smoked. Doctors smoked. Athletes smoked. Pregnant women smoked. Their kids came out of the womb looking around the delivery room for an ashtray to ash their Lucky Strikes. Everyone smoked.

The change began in 1964, when the first surgeon general's warning about smoking and cancer scared the bejesus out of everybody. In 1971, cigarette ads were banned from TV, and much later they disappeared from billboards. Little by little, smoking was restricted in airplanes and airports, in public and private workplaces, in restaurants and bars. Tobacco sponsorship of sporting events decreased. Tighter controls were placed on selling cigarettes to minors. Everyone didn't quit overnight, but overall rates of smoking began to decrease—from 42 percent of adults in 1965 to 23 percent in 2000, and from 36 percent of high school kids in 1997 to 29 percent in 2001. The number of adults who have never smoked more than doubled from 1965 to 2000.

Big tobacco companies knew it was a war they couldn't win, but they didn't give up without a fight. They threw billions and billions of more dollars into making smoking look cool, hip, sexy—and safe. They targeted new markets, like women, who increased their rate of smoking 400 percent after the surgeon general's report. Yeah, you've come a long way, baby—all the way from the kitchen to the cancer ward. They expanded their markets in the Third World and undeveloped nations, getting hundreds of millions of people hooked; it's estimated that more than four out of five current smokers are in developing countries. As if people without a regular source of drinking water didn't have enough to worry about already. Big Tobacco denied the health risks of smoking, lied about what they were putting into cigarettes and lobbied like hell against every government agency or legislative act aimed at curbing their deadly impact.

Which brings me back to those "frivolous" lawsuits. Back when people were first suing the tobacco companies for giving them cancer, a lot of folks scoffed. (And coughed. But they still scoffed.) Smokers knew the dangers of smoking, everyone said. If they decided to keep smoking for thirty, forty years and then got lung cancer, they couldn't blame the tobacco companies.
Then a funny thing happened. As the lawsuits progressed, it became more and more apparent that smokers did not know all the dangers of smoking. They couldn't know, because Big Tobacco was hiding the truth from them—lying to them about the health risks, and lying about the additives they were putting in cigarettes to make them more addictive. Marketing cigarettes to children, to get the