And the TED Prize ("awarded to an extraordinary individual with a creative and bold vision to spark global change") this year goes to this guy, who invented a machine for separating Oreos:
Congratulations! (thx, brad)
Well some of them are. The plain old American Oreo didn't sell so well in China, so Kraft had to rethink everything about the cookie.
It turns out that if you didn't grow up with Oreos and develop an emotional attachment to the cookie, it can be a weird-tasting little thing. And this started a whole process in the Chinese division of Kraft of rethinking what the essence of an Oreo really is.
Key terms in this article include "the essence of Oreoness" and "Twist, Lick, Dunk".