Why are Twinkies so beloved?

At theatlantic.com, Steve Ettlinger, author of “Twinkie, Deconstructed,” shares this: “I’ve read and considered many theories on why Twinkies became such an iconic brand, among them the plausible notion that it’s because they are cute and blonde. I personally believe, though, it’s all in the name. It conjures such a pristine image. In a 1950s TV ad, a generic spokesman spiels: ‘Everybody loves the dessert with a twinkle in its eye!’ You could never get that kind of beloved-ness in our culture for something called, say, ‘DingDongs,’ ‘RingDings,’ or ‘Dreamies Creme Kakes.’”