Exactly......could hurt them in the end though. Here's how I see it... People do wake up early to go to McDonalds to get breakfast, but now if they can get it anytime then they wont bother gettin up early because they know they can get it whenever now causing McDonalds to lose business before 10:30 in the morning. And since those people would probably have eatin a normal "dinner" meal from McDonalds later in the day, they are just going to order a breakfast meal that they would usually have eaten that morning and only eat one meal there that day instead of possibly eating two (the breakfast in the morning and the dinner later in the day) Thus making McDonalds a bunch of money hungry idiots who's plan is goin to backfire