This new book by Mark Schatzker looks interesting. The title, though, troubles me.
There is no “Dorito.” The trademark is DORITOS, which only looks like it’s plural. In fact, it’s singular.*
“But,” I hear you cry, “how do I say I want just one robustly flavored corn-based snack-food product manufactured by Frito-Lay North America, Inc.?”
My answer: In the privacy of your home, you can say whatever you like. But if you are a major publisher—Simon & Schuster, in the case of The Dorito [sic] Effect—then you should pay attention to the legal niceties. I’m sure Frito-Lay’s lawyers do, every single day.**
Normally, I wouldn’t fault the author. Authors only rarely get to choose their titles; the final decision is almost always up to the publisher. However, a search through the book’s contents reveals several examples of singular “Dorito”: “the Dorito model,” “heirloom Dorito cuisine,” “the Dorito treatment.” So the finger of blame must point back to the author—or perhaps to an editor unfamiliar with trademarks.
Pass the chip, please.
* Just like “kudos.” And speaking of brand names, LEGO, a trademark for a brand of interlocking toy bricks, is never pluralized. At least, not if you want to stay out of legal hot water. Read more about brand names with plural problems (by Arika Okrent for Mental Floss)—but bear in mind that in strictest legal terms, none of these brand names is supposed to be pluralized.
** It has occurred to me that the publisher went with “Dorito” to avoid legal implications from the use of a registered trademark. Well, good luck with that.