Consumers draw the line at $7 Doritos, costing PepsiCo billions

Burritos selling for $7 a bag ended up costing PepsiCo billions. That is the headline here. Yeah.Uh according to Bloomberg News, >> uh probably not big enough, Roma, but uh right now PepsiCo, it's actually going to slash prices by up to 15% on some of their salty snacks after sales plunged and the company missed internal revenue targets. >> So, so the idea they learned that if we charge people $7 for a bag of Doritos, they won't actually buy those Doritos. Is that >> Is that demand destruction. >> That's ex ...