People are digging way too deep into my personal opinion...this isn't about sponsorship, or selling a simple Coke product. For me, it's all about a new and different experience. Currently, I don't walk around Epcot and my choices for food are chain food commercial. I don't see McDonalds in the MK. But, I do see these things at Cedar Fair parks (and, THAT'S OK there...I even have season passes...Platinum ones too!). Personally, I don't want to walk around the WDW parks and have to choose between the same chain food garbage that I can get back home. I really don't care who RUNS the place, as long as the food is different and interesting. Ronald McDonald and Colonel Sanders themselves can be in the back of Le Cellier, for all I care. But, the food better not be chain garbage, or I'll be eating off site for a lower price for the same food. That's my only point. And, for what it's worth, when I go to DTD, I don't eat at places I can get back home or in other vacation spots. Leave me with the illusion that the food is different and interesting, and I'm willing to pay the premium.