" Frito-Lay had a formidable research complex near Dallas where nearly five hundred chemists, psychologists, and technicians conducted research that cost up to $30 million a year. Their tools included a $40,000 device that simulated a chewing mouth to test and perfect the chips, discovering things like the perfect break point: People like a chip that snaps with about four pounds of pressure per square inch, no more or less. "

― Michael Moss , Salt Sugar Fat: How the Food Giants Hooked Us