https://www.reddit.com/search/?q=huy+fong

Each time it gets retold, the sriracha cartoon villain's mustache grows longer and more twirled.

Somehow, Underwood Ranches' competing product never gets failed to get mentioned in a top comment, along with all the places you can buy it, how much better/hotter it tastes, and how superior its ingredients are.

I've never seen something so obviously and clumsily astroturfed, yet be so effective. Their entire growth strategy is enemy positioning on social media. You gotta hand it to the COO (who according to the story he's crafted is the loyal and virtuous hero) as he's running circles around the incompetent and out-of-touch management at sriricha who likely have no idea what's going on.

It appears sheer spite and vengeance is what brought Underwood Ranches back from the brink of bankruptcy. Now that's a genuine American success story.