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“But it’s no impersonal bit of brand extension. There’s a strong idea here about how important it is for an artist — any fully alive human being, really — to confront past traumas instead of blocking them out.”

But it’s no impersonal bit of brand extension.

I’m angry that so many food company executives, caught between their fiduciary responsibility to shareholders and their social responsibility to their fellow citizens, don’t even seem to view it as a moral dilemma as they roll out another Cheetos brand extension.

I’m angry at the food scientists who engineer that brand extension and the marketers who sell it.

It began with a brand extension.