Any inkling of hesitation or wavering loyalty results in brutal consequences. The Doritos assaults the grandmother again for her uncertainty and decapitates the man for questioning its actions. His halved, severed head is then cruelly taunted and forcibly made to acknowledge the greatness of the Doritos. The view that he is “not good enough” is a shared societal paradigm that believes those who aren’t supportive of the predetermined commercial goals are not worthy of the product (161). This extends to being unworthy of humane treatment and having all their suffering trivialized and invalidated. Saunders’ commentary on the lack of choice and ability to achieve social standing in consumerist societies can be linked to reality where firms oftentimes
