Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.
Is it better to make a big fanfare before you do something good?
Or is it more satisfying and entertaining to keep it all a little on the down-low until the good deed is actually done?
I only ask because McDonald's announced today that it's been quietly sucking out all the artificial bad stuff from its ice cream since last fall.
Somehow, all those artificial bits and pieces that made us love our McFlurrys ended up generating a flurry of suggestions that McDonald's was a place you went to eat chemicals.
This isn't a good look for a company that peddles bright colors and, well, food.
So the burger chain has been progressively phasing out preservatives, fake colors and artificial flavors.
USA Today reported that this process is now almost complete. Indeed, the pretend colors and preservatives were all gone by last fall. The fake flavors are now following them out the door and heading to some burger chain with a little less marketing money and lot less to lose than McDonald's.
Humans have become, you see, more careful about what they put into their bodies. They want to at least believe that the ice cream they're pouring into their mouths is only bad for them because it's full of fat and not because it's also full of chemical formulas.
Fat is natural. Chemical formulas are complicated and therefore not natural at all.
The tendency to bend toward human-centric trends has become a small mantra within McDonald's. Why the chain is even offering fresh meat in its Quarter Pounders.
This is radicalism.
But will the chemical removal affect your enjoyment of those glorious ice creams that offer a simplistic decadence, accessible to all?
(Well, they're glorious when the ice cream machine is working, which isn't necessarily a regular occurrence.)
"We worked closely with our culinary team to ensure taste was not impacted," Darci Forrest, senior director of menu innovation at McDonald's, told CNBC.
You see, menu innovation is now a thing.
It's charming, though, to see that what's also a thing is to serve people real food that's made from real ingredients.
Whatever will they think of next? Organic, biodynamic, sustainable McDonald's outlets? Just imagine how hipsters would flock to those.