Why Every Food and Brand Collaboration Right Now Barely Makes Sense | Eater
"A fast-casual Mexican chain that teamed up with an energy-shot brand to produce an ‘energizing’ hot sauce — a partnership that at least keeps both items edible, but which the author finds practically unnecessary and even off-putting (they joke they don't want a hot sauce that keeps them awake until 2 a.m.), using it as an example of collaborations that prioritize buzz over consumer desire." - Jaya Saxena
