Years ago on Johnny Carson..there was an elderly lady who collected "Special" potato chips. She was quite serious about her collection.
While she was describing how one of her potato chips looked just like Elvis or whoever....Carson picked up a potato chip and ATE it. When the lady heard the prominent CRUNCH..she was mortified.....thought it was one of her "Special" chips.

NB
Johnny Carson:
http://www.youtube.com/watch?v=yuH1PhzOVR4