What about the whole concept of nutrition and the advent of junk food? The quick-serve business is at the forefront of the problem of feeding meat, potatoes, bread, and milk to our customers. McDonald’s was one of the first to completely disclose all of our nutrition numbers. We hired an executive chef to develop food that was better for people nutritionally. We showed the world our training facility, Hamburger University, to demonstrate how our people learn the business. And recently we instituted a program called “Open Doors,” in which almost anyone can tour our suppliers’ plants and behind the counters of our stores to see how we handle the food. These PR moves are all based on the idea of transparency—we have no secrets except what goes into the Big Mac sauce.