You took the cheese

This refers to a philosophy or a product that 'sucked' you into blind worship of it or the principle of it. Not necessarily evil or manipulative, but nonetheless 'over captivating' to the point of losing objectivity and common sense.

"You took the cheese" when you bought that iPad. This is a good example: Apple (Computer) products continue to profit on a terrible worker and human rights record in China. The products are ridiculously expensive and over-licensed and restrictive. Another example is the EULA which is the most menacing on creative authoring.

You took the cheese by Tomminator February 20, 2012