In 2006, then U.S. food safety czar, David Acheson, proclaimed on CNN – that was back when people watched CNN – that spinach after the 2006 outbreak that killed four and sickened about 200 would, when it back on sale, be as safe as it was before the outbreak.

It was Orwellian speak.

Ten years later, Chipotle says the recent outbreaks will end up costing between $14 million and $16 million, with  CEO Steve Ells saying with a straight face, “We know that Chipotle is as safe as it’s ever been before.