FELICITY CLOAKE: It's very nerveracking because people spend money on ingredients, they may be cooking it for a special occasion, they try to impress a date or whatever - there's a lot that can go wrong with food and it's quite a weighty responsibility to be responsible someone's dinner or their birthday cake or whatever; it is a big deal.

RACHEL GREENHAUS: If it's a cookbook for family use, you're going to write it differently than if it's a cookbook for expert bakers and figuring out how to get the recipe that's right for that.

MIMI AYE: It's very different from cooking in real life, I think. Which is weird because you're trying to tell people how to cook the dish. 

RACHEL GREENHAUS: It would be really easy to show you, but it's hard to describe in language.

MIMI AYE: Yeah, it's a complete nightmare.