It's the same dynamic as with how we optimize for web pages speed. People don't immediately think that website responding 200ms faster is better. But they enjoy the experience more anyway (even if at some subconscious level) and they end up liking it more and spending more time with it.

With food also you could be incrementally getting better and better food and when you then try v1 it would taste bad.

It seems that we might also be noticing slight degradation more than slight improvement in general? No idea if that's true.