I have always viewed the mission of Wikipedia to be much bigger than just creating a killer website. We're doing that of course and having a lot of fun doing it but a big part of what motivates us is our larger mission to affect the world in a positive way.
Becoming food savvy is one thing but it's amazing how fast savvy turns to snooty and snooty leaves you preparing three-hour meals that break your budget and that the kids won't even eat.
