Chuck Norris Cheeto: Jerad Reichel of Twin Falls, Idaho auctioned off a Cheeto brand chip that he thought looked like a miniature Chuck Norris. He found the chip around the middle of March 2008 and decided that some Norris collector would find the chip to be a great addition to their collection. So, he auctioned the Cheeto on eBay with a starting bid of $0.99. After the auction closed on April 1, 2008, Reichel's auction earned him $16.00 for the special chip, plus $5.00 to cover shipping and handling, of course.