I wouldn’t fault you for imagining the guys and gals on the editorial board sitting around a conference table in a smoke filled room. Sight reading press releases from around the world, chewing on two day old pizza, and fighting for their own picks for the week’s top stories. You’d think they’d scrutinize minutiae during CEO pressers to pick out the juiciest bits our readers should be in the know on. You believe they scrutinize the nonsense corporations throw out, and only have the newsroom work on things that matter.

I’m sorry for dashing your visions of a reenactment of All the Presidents Men.

The guys and gals upstairs have asked me to write about Doritos’ Tortilla Chip Crunch Cancellation software.

It’s probably patent pending.

Yesterday, Doritos announced Crunch Cancellation software. According to Doritos:

Crunch Cancellation software silences the sound of the iconic Doritos crunch. So you can eat Doritos without distracting your gaming squad or voice chat party.

Doritos

Why Exactly?

We all know people who are annoying eaters. Typically mouth breathers. These people eat and chew loudly. These are the people you frown and side eye when all you want to do is enjoy a salad.

Imagine playing Call of Duty with those same people, mic’d up!

Realistically snacking and gaming go hand-in-hand…

Dylan Fashbaugh

Doritos Silent was specifically designed for gamers, and those who love gaming with them. Of all things that can be distracting while playing games, players hearing other players munching tops the list. According to research, people like iconic Doritos crunch and the sound it makes from the center of their head. Now, they can enjoy the crunch without irritating their squad.

Doritos worked with Smooth Technology, a Brooklyn-based theatrical lighting and marketing company. The team was lead by Smooth Technology’s, Dylan Fashbaugh, and within 5 months Doritos and Smooth Technology nailed Doritos Silent with the drop of a feather.

Doritos Silent is a downloadable app that works with any plugged in microphone. The app will automatically filter out, Doritos’ iconic crunch before transmitting sound to your gamer friends. This mean, you can talk, munch, and crunch as loud as you want and Doritos Silent will only let your garbled, mouth-stuffed speech through.

Another Important Use of AI

Doritos says Silent has been trained on over, “5000 Doritos crunches so no crunch will go undetected.” Doritos says this is the beginning of its AI ambitions.

I can’t wait.

Doritos Silent is available for download now. It’s currently available for Windows PC with support of other devices coming.

-MJ