Thoughts on the new Sriracha cookbook? To be honest, it's like selling a book called "Food You Can Add Hot Sauce To". I don't really know many things that would taste worse with the addition of Sriracha. But the truth is, Sriracha is a universal and magnificent sauce and I love the story of the Tran family. In some restaurants, you'll find this on the table instead of ketchup. It's THAT mainstream. Even Latino restaurants use this as a "quickie" salsa. Growing up in college, I added Sriracha to my beef franks and called them "chili dogs". To really make your "Italian" food taste better, a few shots of Sriracha really boosts up your tomato/pasta sauce. And my favorite, Sriracha and Maggi sauce on fried eggs - amazing. That'll be the day when I publish a book on Maggi sauce.