McDonald's and the Price Sensitive Industry

I can't think of anybody else who before McDonald's ever did what McDonald's did to create a chain of restaurants on such a scale that worked. People want to vary their, I don't, I'm happy to eat every day, but most people want to vary where they eat as they go through the week or the month or the year. So, there's no knock on McDonald's at all. It's just the nature of the kind of industry there.