Recently, Chris Kempczinski ate a burger. It didn’t go well. Kempczinski is the CEO of McDonald’s. The burger was the Big Arch, the company’s newest offering. And the problem was a video. In it, Kempczinski—looking trim and clean in a beige sweater, oxford collar peeping out—picks up the burger and politely appraises it. He calls it a “product.” He describes the bun as “unique.” He takes a dainty bite, declares it “so good,” and then moves on with his life. There’s nothing to suggest that he is