I'm landscape photographer. A big part of the challenge of shooting landscape revolves around being in the right place at the right time; frequently at the edges of the day. "Magic Hour", it's called. A misnomer, for it lasts just a few minutes, Magic Hour occurs when the sun is very close to the horizon. Those fleeting moments are golden for landscape shooters and we'll do whatever is necessary to be somewhere interesting at those times of the day.
For example, to shoot the sunrise you need to be on location well before dawn. If you stay in motels (seldom found in the wilderness) you need to set your alarm for very early indeed, for it's often a long drive to where you want to be when the sun comes up. Similarly, if you shoot the sunset, you'll frequently find yourself driving home in darkness, arriving back at the motel long after the restaurants have closed.
That's where Frito comes in. See, Frito lets me sleep right at the location. When my alarm goes off, it's just in time for sunrise. If the sky looks uninteresting, I can roll over and go back to sleep. If it looks promising, I'm ready to go instantly. And, of course, Frito is the restaurant. If I need to wait for better light, I can make breakfast.