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I tend to think that Goldfish smile as a courtesy to the snacker. The manufacturer knows the difficult life of the Goldfish once a package has been purchased. With that in mind, why not imprint a cheerful grin, just to make the snacker know that the crisp is okay with it’s low societal status.
In some oddly strange and weird way, I think the Goldfish smile correlates with the Japanese Toilet on the Simpsons. The one that says to Homer, “Welcome! I am honored to accept your waste.”