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Plano-Based Frito-Lay Launches 'Crunch-Cancelling' AI Tech for PC Gamers

15 points by arbuge 3y ago

frfl 3y ago
Modern problems require modern solutions
nulcow 3y ago
This sounds like another one of those dumb viral marketing things again. Everything I hear about like this just reeks of corporate trash.
- jkaplowitz 3y ago
  It absolutely is corporate marketing. In fact, in the 2023 Clio Awards for the advertising industry, this campaign won a Bronze award. Here's a link to the award page where you can, if you want, watch the full corresponding 2-minute video clip: https://clios.com/awards/winner/direct/pepsico/doritos-crunch-cancellation-138586 https://clios.com/awards/winner/direct/pepsico/doritos-crunc... I have no connection to Doritos, Pepsico, this advertising agency, or the Clio Awards. I just looked it up in response to your comment. But I remember enjoying the Clio Awards TV broadcast back when they were televised years ago. They aren't any more, as far as I know, though some form of live stream might still exist.
- NBJack 3y ago
  At least it is entertaining. Now all we need is a keyboard rated to survive 10L of Mountain Dew/Red Bull/Gamer Fuel and a nano-material key cap set that resists orange/red artificial cheese encrustment from Cheetos.
berbec 3y ago
Source Press Release: https://www.pepsico.com/our-stories/press-release/doritos-silent-brings-crunch-cancelling-tech-to-pc-gamers-around-the-world11012023/ https://www.pepsico.com/our-stories/press-release/doritos-si... Actual Website: https://www.doritos.co.uk/SILENT https://www.doritos.co.uk/SILENT Download requires signup and submitting your email. Direct download link: https://storage.googleapis.com/studio-client-storage/PepsiCrunch/Doritos%20Crunch%20Cancellation%20Installer.exe https://storage.googleapis.com/studio-client-storage/PepsiCr...
- jkaplowitz 3y ago
  > http://storage.googleapis.com/studio-client-storage/ http://storage.googleapis.com/studio-client-storage/... Heh, yet another organization making an extremely generic cloud storage bucket name (studio-client-storage) without realizing it's a single global namespace. (I say cloud storage generically because, even though this example is Google Cloud Storage, this also happens on Amazon S3.)
berbec 3y ago
I don't know how this is possible, but running the application running take up to 20% of my 5900x and pulls 110W. My 3090 hits 60% utilization and draws 220W. That's the same if I turn on "crunch cancellation" or off. Reddit: "City Skylines 2 is badly optimized" Doritos: "Hold my beer"
- jkaplowitz 3y ago
  Wat. Does it also work, or not even? I'm curious, but not curious enough to install and try it, especially since I have no idea how privacy-invasive it is and suspect the worst in that regard.
- naruhodo 3y ago
  There's only so much you can do to optimise bitcoin-mining malware.
kazinator 3y ago
There is no need to remove the crunch sound while preserving other sounds. Just detect the onset and trigger a noise gate that mutes the audio over the whole envelope of the crunch. In building security, we have had microphones that detect breaking glass for eons, without "AI".
bellboy_tech 3y ago
Finally a smart use for my $1000 nVidia card. Someone's genius is showing. Better zip up.
brailsafe 3y ago
Now if they just do this for real life, I might be able to tolerate working in an office again

15 points by arbuge 3y ago

frfl 3y ago

Modern problems require modern solutions

This sounds like another one of those dumb viral marketing things again. Everything I hear about like this just reeks of corporate trash.

jkaplowitz 3y ago
It absolutely is corporate marketing. In fact, in the 2023 Clio Awards for the advertising industry, this campaign won a Bronze award. Here's a link to the award page where you can, if you want, watch the full corresponding 2-minute video clip: https://clios.com/awards/winner/direct/pepsico/doritos-crunch-cancellation-138586 https://clios.com/awards/winner/direct/pepsico/doritos-crunc... I have no connection to Doritos, Pepsico, this advertising agency, or the Clio Awards. I just looked it up in response to your comment. But I remember enjoying the Clio Awards TV broadcast back when they were televised years ago. They aren't any more, as far as I know, though some form of live stream might still exist.
NBJack 3y ago
At least it is entertaining. Now all we need is a keyboard rated to survive 10L of Mountain Dew/Red Bull/Gamer Fuel and a nano-material key cap set that resists orange/red artificial cheese encrustment from Cheetos.

berbec 3y ago

Source Press Release: https://www.pepsico.com/our-stories/press-release/doritos-silent-brings-crunch-cancelling-tech-to-pc-gamers-around-the-world11012023/ https://www.pepsico.com/our-stories/press-release/doritos-si... Actual Website: https://www.doritos.co.uk/SILENT https://www.doritos.co.uk/SILENT Download requires signup and submitting your email. Direct download link: https://storage.googleapis.com/studio-client-storage/PepsiCrunch/Doritos%20Crunch%20Cancellation%20Installer.exe https://storage.googleapis.com/studio-client-storage/PepsiCr...

jkaplowitz 3y ago
> http://storage.googleapis.com/studio-client-storage/ http://storage.googleapis.com/studio-client-storage/... Heh, yet another organization making an extremely generic cloud storage bucket name (studio-client-storage) without realizing it's a single global namespace. (I say cloud storage generically because, even though this example is Google Cloud Storage, this also happens on Amazon S3.)

berbec 3y ago

I don't know how this is possible, but running the application running take up to 20% of my 5900x and pulls 110W. My 3090 hits 60% utilization and draws 220W. That's the same if I turn on "crunch cancellation" or off. Reddit: "City Skylines 2 is badly optimized" Doritos: "Hold my beer"

jkaplowitz 3y ago
Wat. Does it also work, or not even? I'm curious, but not curious enough to install and try it, especially since I have no idea how privacy-invasive it is and suspect the worst in that regard.
naruhodo 3y ago
There's only so much you can do to optimise bitcoin-mining malware.

kazinator 3y ago

There is no need to remove the crunch sound while preserving other sounds. Just detect the onset and trigger a noise gate that mutes the audio over the whole envelope of the crunch. In building security, we have had microphones that detect breaking glass for eons, without "AI".

bellboy_tech 3y ago

Finally a smart use for my $1000 nVidia card. Someone's genius is showing. Better zip up.

brailsafe 3y ago

Now if they just do this for real life, I might be able to tolerate working in an office again