Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.

Of course it was a good idea at the time.

At least in some heads.

McDonald's decided to re-release its Szechuan McNugget sauce.

Should you have been unjustly incarcerated for the last 20 years, you may not know that it was launched in 1998 to coincide with the movie Mulan.

Then, for reasons that you are free to concoct, it made an appearance in the somewhat adult sci-fi cartoon series Rick and Morty.

So Ronald's people thought it would bring the sauce back and create stellar joy.

For one day only, you understand. At only a few locations.


Yesterday was the day.

Sadly, McDonald's ended up with a little sauce coursing down its collective lips.

Cult shows tend to have rabid followings. Fans' commitment goes a little beyond the norm.

Which means their upset does too.

As aficionados suddenly discovered they wouldn't be able among the Szechuan few, they became annoyed.

Where is that annoyance expressed first? Twitter.

Yes, they were Rick-and-Mortified.

I contacted McDonald's to ask whether it might have rather miscalculated the effect of its apparently tiny levels of distribution.

The company pointed me toward a tweet it emitted in an attempt to assuage the pain.

This didn't seem effective. Yes, at one location, the police were called.

1,000 people turned up. There were 70 packets of the sauce.

And oh, some people traveled four hours, just to get nothing at all.

When you're creating something that's supposed to feel good, it's worth considering the possible ramifications of it not feeling good. All of them.

It does seem odd that some restaurants had supplies of perhaps 30 bottles, when hundreds -- or even thousands -- might have been interested.

There's only one thing for it, isn't there?

McDonald's is going to have relaunch the sauce nationwide.

That'll please the marketing department.

Postscript: It seems that McDonald's at least heard the police sirens.

Late on Sunday it contacted me to offer, well, a brand new tweet.

All over America there was heard the weeping of relief. And the sniffing of suspicion, of course.