Memo McDonald's: We can't all be superstars

Taking the least-applicable-to-their-actual-business page from Starbucks's book, McDonald's has announced plans to sell espresso. That's fine, and I'm sure they have plenty of studies demonstrating that the high-caffeine coffee market is plenty lucrative, but this is a ridiculous move. The customer overlap here is minimal, and all they're doing is diluting the brand.