Doritos use less seasoning than they use to to keep you on the brink of unsatisfaction and crave more.
When I was young I remember the things being full of seasoning, nowadays they seem just barely seasoned, only every once in awhile will you find a super seasoned chip ( another theory is that they super-season every 25th chip to keep you chasing that high.) I think they've found you eat more half seasoned chips than you would if they were all fully seasoned.
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source https://www.reddit.com/r/conspiracytheories/comments/ip1zgv/doritos_use_less_seasoning_than_they_use_to_to/
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