The label says it all. You don't just eat em. They look a little bit like reconstituted vomit, right? That's a clever marketing trick.
But you don't just eat em, because they also make you feel a bit sick, and they go through your system and cause spasms along the way. Then you wake up the next day and you have a hangover and you weren't even drinking.
As with any powerful recreational substances, if you're trying them for the first time, always eat your addictive chips with other trusted people present so that you can be observed and monitored while having a fun night in! Also, your friends can eat some of the chips. Don't be greedy - they are addictive. So don't be greedy.