At the risk of sounding nit-picky, you did make a judgment: "I have the feeling that, if this sort of idea was as value as the article implies, McDonalds ... wo

At the risk of sounding nit-picky, you did make a judgment: "I have the feeling that, if this sort of idea was as value as the article implies, McDonalds ... would have put serious money into developing this sort of thing and it would already be everywhere." It was this judgment that I felt super-serial was responding to.