BABY-BOOMERS may recall, perhaps wistfully, how the golden-arched sign outside every McDonald's restaurant would proclaim how many customers had been served by the chain. As they became adults, the number kept on climbing: 5bn in 1969; 3obn in 1979; 8obn in 1990. Jerry Seinfeld, a wry chronicler of the trivial, was moved to ask: "Why is McDonald's still counting?" Do we really need to know about every last burger? Just put up a sign that says, "We're doing verywell."
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