Academics seem to be running out of meaningful ideas for research projects. Boffins at the University of Illinois were so stumped for ideas they turned to soup for inspiration and decided to research "soup personalities". After 1,000 interviews, they found - chicken soup is eaten by stubborn non-athletic people who love pets and going to church - minestrone is favoured by the physically fit, nutritionally conscious and family spirited - vegetable fans are homely and the least likely to travel - tomato consumers are sociable, adventurous, love pets and books. The question is: how much did this cost, and why? {{COUNTERPOINT }}