Surprising how long it took for this story to come out given that TH is such an icon and that it has gone on so long. Efficiency has its place but product loyalty and corporate culture ( image or myth ) which supports that are difficult to build and more difficult to quantify. In the end I don't see this ending well, Hortons will stall out in their plans to expand globally and 3G will dump the whole package in an attempt to get rid of it and who knows if the legend can withstand that abuse. Time will tell.