He calls himself 'Grumpy Guide' Joseph Langelinck, and his museum tours at the Kunstpalast in Düsseldorf are booked out for months. His recipe for success? He insults and humiliates his customers.

Chefs are the new rock stars, food the new entertainment, wine the new way to get drunk and be able to show off about how rich and clever you are at the same time. Food and wine and the pretentious ...