It's funny how attitudes are so different in Japan. I remember the "home lunch is for losers" attitude in the States. Here in Japan, where I've lived for 15 years, the attitude is the opposite. Buying a lunch is considered wasteful and bringing your own is looked at as a sign that you are a good person (or have a great wife).
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Its amazing the cultural differences play such a big part in things like this, imagine if that attitude was worldwide. The social norms have a considerable effect on the thought process, hopefully there will be a shift in the way we view these things in the future.... being wasteful aint cool ;)