He asks, do you eat fortune cookies for the cookie, or for the fortune inside?
When you think about it, the fortune is a brilliant way to make you consume something that doesn't even taste that good.
Not that it's going to come true. But it still makes you curious, and in your curiosity you forget the mediocrity of the cookie itself.
It's not always about the product. People care way more about the experience, about being able to tell their friends what wrote on that little slip of paper inside the cookie.