When Juul came out with very high nicotine electronic cigarettes, it triggered a " nicotine arms" race amongst competitive companies seeking to emulate the success of Juul.
Three years later, Shinkai comes out with Hoshi no Koe or " Voices of a Distant Star" , which took the world by storm, winning a ton of animation awards and, in my opinion, laid the groundwork for all of his future work.
It's always the non-artists who come out with the most interesting things because they're not bunged up with preconceived ideas of what art should be or what they feel they should be doing.
There was a lot of backlash online about this and then the Pepsi corporation released a statement saying they have decided not to come out with Lady Doritos.