The NYT headline sure makes it sound like it:

‘Cooking Isn’t Creative, and It Isn’t Easy’

As it turns out, it’s not about criticism, style or taste, but rather science. The most important component in so many American lifestyle decisions. Science trumps everything.

But there are several other incredible nuggets in this long article:
Everything from Kimball driving a Maserati – who would have thunk? To some great insight into the success of the magazine and how it came about. Here Kimball sounds more like Steve Jobs.