““I said before that McDonald's serves a kind of comfort food, but after a few bites I'm more inclined to think they're selling something more schematic than that--something more like a signifier of comfort food. So you eat more and eat more quickly, hoping somehow to catch up to the original idea of a cheeseburger or French fry as it retreats over the horizon. And so it goes, bite after bite, until you feel not satisfied exactly, but simply, regrettably, full.””
