If you didn't know before this week a certain fast food outlet was about to sell a certain new chicken product, what's the betting you do know now?
It's been pointed out by many over the past day or so that KFC has scored a publicity coup with its Double Down
burger - two chicken fillets, two slices of bacon and two slices of cheese with no bun.
No need for ads - the willing media, ourselves included, have made much of the introduction of a food item no worse than many options already on the market.
So why the interest?
Probably because it's seen as naughty - a guilty pleasure. It's seen as excessive - two of everything and no room for the bread.
But the fuss over its nutritional qualities, or lack of, will die down soon. If people want to eat such foods, they will, be it a bunless burger or a triple beef humungasaur burger.
