Oil/fats are a better carrier of flavor. You can test this yourself with some bread, olive oil, and whatever spices (salt, oregano, minced garlic, balsamic vinegar, etc) you want to add to the oil. Also make another saucer with water instead and the same spices. Dip the bread in the oil and taste it. Dip the bread in the spiced water and taste it. You will definitely notice the difference.
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