Hola a todos! This sentence appears in an ad campaign for a Mexican bookshop. (Gandhi is the name of the company). The campaign is full of clever or funny phrases to encourage people to read. I need to understand the joke behind this particular sentence. I think I figured out what the slang meanings of "chido" and "gacho" are--"great" and "pity/shame"? So what I have come up with as a (literal) translation is: "Don't say great because you hear shame." (obviously not right). Can anyone explain to me the joke behind this? I am clearly missing some cultural context. Muchas gracias por adelantado.