|NOT AS COOL.|
Doritos used to be cooler. Don't you remember the days when you could pick up a bag of Cooler Ranch chips? Well, they are slightly less cool now with the loss of the -er.
Did you know that -er has quite a few uses? It's used to make all sorts of words, such as: New Yorker, four-wheeler, fifth-grader, one hander, greener... Well, this is what was stolen from 'cooler ranch', I guess we could say it lost its dignity:
(added to certain adjectives, now especially short ones) more; used to form the comparative.--Wiktionary: -er entry.
- longer, bigger, faster, sooner, simpler
Taquitos.net: Doritos Cooler Ranch
The Onion: Doritos Celebrates One Millionth Ingredient.
Wiktionary: -er suffix.