> In the future, the ideal time to eat a burger won’t be when you’re hungry and really hankering for one. It’ll be the oddest, most awkward hours — late morning

> In the future, the ideal time to eat a burger won’t be when you’re hungry and really hankering for one. It’ll be the oddest, most awkward hours — late mornings or afternoons, the middle of the night on a Tuesday — the slices of time when prices will be lowest Huge misunderstanding of "ideal". Ideal is not just about price. And no, cost is not incurred at time of eating, but at time of purchase.