Denver Egotist Takes Stand Against Brand Molestation.

"The big, fat, silver torpedo that is the Chipotle burrito is as iconic (in this city, anyway) as an Absolut bottle or a Converse shoe," lauds the Denver Egotist, bringing to mind billboards that have taken us by surprise more than once.

"So what better way to start off a brand new campaign than to ditch the thing you're most famous for in favor of a bland, new Taco Bell-styled menu and some insipid value statements that are saturating the market in this shitty economy. Oh, and how about a new logo, too? Something that could sit nicely on the shelf at Target with the other Archer Farms produce?"

Butler Shine Stern & Partners is on the receiving end of this rant. The well-intentioned agency basically turned the Chipotle brand into something we can't quite recognize (although Archer Farms is in the ballpark). As a result, it's generated the rage of the Denver Egotist, which decided to express its angst with No More Cheapotle -- full-on war against Chipotle's current positioning.

Cheapotle.com features spins on the old ads Chipotle's actually known for: twitchy black text, stark white backgrounds and naughty wordplay, except the Egotist is a lot more blunt.

"Bring back the ads with balls," it snarls in one instance.

Hear, hear.