So I got a bag of Doritos today, and as I was opening it I noticed a big sign printed on the front that read "Now BETTER Tasting!" It was on some graphic that looked like it was hooked up with lots of wires to the bag. The implication is that they wired the chips to some electrodes and zapped it with electricity to make them better. Or something. But this is really weird, when you think about it. Normally they might say "NOW CHEESIER!" and you'd think, "oh, hey, they put some extra fake cheese powder on the chips. I like cheese powder. I'll buy it!" Or "NOW BIGGER" or "NOW CRUNCHIER." But "BETTER"? That's just nuts. That's so ambiguous. Maybe it's a Pirsig reference, or something; the Doritos are in some universal sense, Better. But does that even make sense? I'm really lost on this one. It's tormenting me. Any thoughts?