Easy. Show him this picture, which claims to be a brioche:
He will notice that not only did the baker use (shudder!) bleached flour, but he also didn't use too much butter or eggs, either. This is determined simply from the color of the loaf. Exposed areas of less-carmelized dough should be yellow, not white, if enough eggs, butter, and unbleached flour are used. Plus, the baker didn't allow enough time for the Maillard reaction to take place.
This is more what brioche is supposed to look like:
There, that's better. Note the deep yellow tone of the lighter areas and the deep brown Maillard zones. And yummier! Remember, everyone, the Maillard reaction is your friend, at least if you enjoy good food.
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