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This. This right here is exactly why I will never understand being a so-called “foodie.” I mean, do you really think the best part of a bag of chips is the bottom, where all the crumbs are? Or are you just saying that?

FailChips, a seemingly completely unrelated product of MailChimp (thank you, slant rhyme?), is giving eaters what they supposedly want: a bag full of chip crumbs to snack on.

Per Foodbeast:

FailChips are essentially standard, flavored potato chips ‘crushed to imperfection’ and bagged for your salt-craving pleasure. The idea for the product dances along the line between “gourmet snack fads” and “authentic foodie culture,” that is, according to its parent, MailChimp.

In an odd (but not so odd we should be incredulous) marketing move, MailChimp has partnered with VICE to hawk its new product:

Call me a cynic, but I’m relatively sure this is just a cheap ploy to get wannabe foodies buying bags of literal crumbs. Like, they’re crumbs! What could you possibly see in them?! Isn’t the whole point of buying a bag of chips to eat the, you know, chips? Maybe I’m being a curmudgeon, but I just don’t see it.

(h/t Foodbeast)