Along with anchovies and a pineapple-laden pizza, pickles are a love it or hate it kind of food. On one hand, they have so many devoted fans that it almost seems inconceivable that any significant number of people could dislike them.
But on the other hand, what's usually the first thing that people try to keep off their burgers? I don't have the numbers in front of me, but pickles seem to rank pretty high in that department.
But those who love them can attest that there are few better ways to eat them than after they've been fried. And Lay's wants to capture that satisfaction.