PepsiCo had been raising the prices on their snacks, including Doritos, far faster than their costs or the rate of inflation.

They "suddenly" realized that many less people were willing to pay $7 for a bag of Doritos and that they had priced their product higher than they should have.

There's a curve, not unlike the Laffer Curve, that applies to everything you are selling; something that Broadcom is learning (though their stock has had crazy high appreciation over the last number of years!)