You're intimidated by it
Like we said, Jones is a super-nice guy who isn't bothered by dumb questions. Trust us, we asked him quite a few. Like, "I know where babies come from, but do you know where they come from?" But back to the cheese stuff. "If you're going to a cheese shop where the monger's an asshole, go to a different shop," he says. "It should be fun! Cheese is fun." So don't let the millions of choices in a good cheese shop deter you from stopping in. He also says to make sure the shop cuts your cheese to order, wraps it in cheese paper, and turns over the product quickly.
You don't try new cheeses
If you know what kind of cheese you like, bully for you! Keep buying it up. But there's nothing better than discovering something new to eat. If you want to expand your cheese horizons, or if you don't know what you like, go to a shop that offers free samples. Jones says he helps point customers to new cheese by asking what cheeses they currently like, but if they're not sure, he gives them a middle-of-the-road sheep's milk cheese from the French Pyrenees called Ossau-Iraty. Based on their reaction to that specific cheese, he can deduce what else they'll like. Cheesemongers are magicians.
You cut it wrong
"A good, well-crafted, handmade cheese is going to taste different by the rind than it will in the middle," Jones says. And because it's quite nice to try the "earthier flavors" by the rind and also the "fruitier flavors by the middle," he recommends you "cut cheese from the rind to the tip." This will ensure that if you're laying out a cheeseboard for a party, everyone will get a chance to taste the full array of flavors. And if you're ever in doubt, consult a Frenchman.
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Lee Breslouer is a senior writer for Thrillist, and doesn't mind stinky cheese. Follow him to aged cheddars: @LeeBreslouer.