By encouraging comments, both good and bad about the flavours online, the company is allowing customers a voice. Lay’s appears transparent in the process, willing to take a hit in public, which actually humanizes them. Indeed there are some nasty comments made about some of the flavours, and some have observed that the contest is just a clever ploy to boost sales. Lay’s has not filtered or deleted anything. It’s a page right out of the very successful McDonald’s “Our food, your questions” campaign.