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"taken way too seriously" is the subtitle of cuisine from 1992 until now. American cheese is literally reconstituted cheese extract. If they sold it as "deconstructed colby" the steak-in-a-bag crew would be all over it. As it is, I have no problems with vanilla extract, I have no problems with condensed broth, I have no problems with cheese extract, it's just generally there are better options. The way to cure velveetaism is to put out cheese. Swiss, cheddar, provolone. Most people have no idea about wine so they'll drink whatever you tell them is good. Used to be people knew things about cheese, now you can't buy Edam unless you want it cracker-sized.