They really are. We've convinced my father to by Tostitos cheese rather than OkyeDoke, or however it's spelled. It really is an improvement, which is a sad, sad thing.

Incidentally, if you see a story from me tomorrow and have a moment to read it, I'd really love some feedback on it from the point of view of someone who won't be all excited just because of the pairing. It's a bit experimental for me, and I really have no idea if the style works.