Why the hell do they put the cheese above the lettuce on the Dell Taco taco?  You know what I like about cheese?  It melts.  That’s right, it gets a sloppy and soft and gooey.  That’s good.  Melted cheese is our friend.  The non-melted kind tastes like greasy chalk, and in fact some cheeses MUST be melted before they can even be enjoyed, because they are just to dry to swallow with out some heavy wine drinking.  This said, why they hell do they do it the way they do?  It surely isn’t for taste, because it’s a dry taco this way, with that lettuce and that substance that must be the meat tacked onto the bottom. 

I think I found the answer, but only by stumbling onto a realization of corporate marketing.  They do it this way because it looks better and it holds the item together.

Looks better is of course the most important aspect of the whole thing.  All they care about is this concept of look.  Del T is a great crusader of this ideology, after all some time in the last 12 months they changed their meat to what ever it is now as well as changing the taco shells to these cardboard, mass produced, things that you get with the taco….but, but… they’ve also changed their cups and other packaging.  In fact their whole marketing system has been elevated to new levels!  So, in classic Americana, the product must suffer so that the product may be sold to more people.  It is a strange formula that these modern men have created for themselves…it’s a paradox, a silly idiocy that they live in.  How can they expect to increase their revenue if the product them make sends people to other locations? 

It upsets me the amount of waste that goes into the marketing of a Del taco taco.  There is this place where I live that sells just about everything, from taco’s to burgers, to gyros.  It’s a small place that you can sit down and have a good, large meal.  They are able to this because they don’t have fancy signs.  They don’t have designer cups with “Angelos” written on the side.  They don’t have special napkins.  In point of fact they cups are often times different, implying that they bought the cheapest cup they could find…and where does all this marketing saving end up?  That’s right, in the food.  The portions are huge and tasty.  There is no bent of presentation; instead it’s about the food.  It should be about the food.  Everything that is bought or sold in this country should be treated in the same manner.  Presentation is the reason why things cost so much in the first place.   Marketing, that’s what I do for a living, and I’m a fraud, a vampire sucking away at the festering blood, increasing the victimization of the culture that I pretend is the meaning for my existence.  It’s almost too bad that I’m not catatonic, at least then I’d be able to live with myself.