Are parents flummoxed by recent measles outbreaks in California, Illinois, New York, and other states? With U.S. measles cases jumping 300 percent from 2013 to 2014, and another great leap backward likely this year, is behavior changing? Some evangelical parents have opted out of vaccine use over concerns about safety and ethics, but so have many affluent seekers of organic foods. One health official told journalist Seth Mnookin that to find higher rates of unvaccinated kids he only had to "take out a map and put a pin wherever there's a Whole Foods."