

By John Helmer, Moscow
@bears_with
It was almost a century ago that a Chicago adman gave the Kellogg Company the idea of selling breakfast cereal made of puffed rice by telling children that the rice grains cried out as the spoon scooped them from the milk towards their mouths – SNAP! CRACKLE! POP! That’s what the rice sang in the radio jingle for what, in the American version, was called Rice Krispies. In the British version it was called Rice Bubbles.
Like popcorn, puffed rice is made by heating the grain under steam pressure. The technology is at least a thousand years old in China. To make it palatable in America, the box is filled with 90% rice, 9% sugar, and a pinch of salt. Without the jingle, though, no child would want it.
Matt Taibbi (lead images), once a Moscow-based US reporter, has built up an internet following by snapping, crackling and popping at well-known targets and names, mostly of US government officials and the media reporters who parrot them. His Substack audience is large, lucrative and also demanding, but not for Russian or Ukrainian war news, analysis, opinions. Not unless the US president, or his subordinates, or their mouthpieces on the big and small screens are making war-mongering fools of themselves. When they do, their krispies and bubbles turn into Taibbi’s sugar.
When the Russian special military operation began on February 24, Taibbi apologized with a pinch of salt. “My mistake was more like reverse chauvinism, being so fixated on Western misbehaviour that I didn’t bother to take this possibility seriously enough [SNAP!]. To readers who trust me not to make those misjudgements, I’m sorry [CRACKLE!!]. Obviously, Putin’s invasion will have horrific consequences for years to come and massively destabilize the world [POP!!!].”
“I fear there will be more to say soon, but I’ll leave it at that for today. When you’re wrong, you’re wrong, and I was wrong about this.”
Now eight weeks have gone by, and Taibbi has just announced: “I believe it’s eventually going to come out that [George W.] Bushian ‘regime change’ is the plan for Russia, by force if necessary”. “Eventually” is the jingle word. The way Taibbi says it, he makes it sound as if he’s making a prediction he’s sure his readers will discover again months, maybe years into the future, when they are getting their subscription renewal invoices and Taibbi is hoping to bank the earnings. Predicting for the future what has already happened and been discovered in the past – that’s the new POP!
But Taibbi is still calling what is going on in the Ukraine “Putin’s far more serious invasion”. He hasn’t apologized yet for not explaining to his readers how Putin can “invade” if what the Russian army is doing, Taibbi insists he has now discovered, is defending against the “Bushian regime change plan for Russia by force”.
If that isn’t puffing rice for breakfast, you can call me W.K. Kellogg.
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