Ask the first 10 people you see if they know what radicchio is and here's what will happen.
Of the 10, three will be unable to replicate the pronunciation (rah-DEE-kee-oh) and will walk away shaking their heads. Four others will stand there with a quizzical look on their faces, searching their memory banks, saying they know they've heard of it somewhere but still aren't sure what it is.
Two will be absolutely convinced they don't like it and don't understand the point of it but will be unable to say where they've ever eaten it. And the 10th will be able to say exactly where and when they last had it (probably shredded and stuffed into a pre-bagged salad), and will tell you they still don't like it.
