The Million Dollar McQuestion Mark

Today saw the announcement that McDonalds, the "troubled" fast food empire (although a company that still posts a profit of £23 million pounds can hardly be all that "troubled" if you ask me), is dropping their characteristic 'golden arches' logo in favour of a lone, single 'golden question mark'. Shaken by unflattering documentaries, the anti-obesity drive and tumbling profits the sinking corporation have clearly grabbed the life-raft of corporate rebranding to help lure back some of its disillusioned burger-junkies.
The problem is that changing your brand does not automatically give you a new lease of life. Indeed, as Coca-Cola discovered with New Coke and British Airways found with their ludicrous tail-fin design, it can sometimes have the reverse effect. What's more, desperate rebranding can often seem like the death throes of a dying idea (witness, for example, the Tories' recent addition of a muscular arm to their flaming torch logo - that'll help them win the next election, I don't think). And so it is with the McDonalds question mark. What is it supposed to mean? Advertising types talk about 'concept' - what's the concept here? A question mark, on its own, has echoes of confusion, uncertainty, doubt... It says "I don't know". This, surely, is not the message those high-paid execs want to be sending out? Perhaps it's intentionally mysterious, asking us a question that we have to go to McDonald's to answer? In that case, what's the question?
Have the McDonalds decision-makers, after so long at the top of the tree, forgotten that the reason they're so phenomenally successful is because a trip to McDonalds involves exactly no mystery at all (apart from the precise ingredients of their food, regarding which I will refer you to Morgan Spurlock)? People visit McDonalds because they know what they're going to get before they even enter the doors. It's a brain-free eating experience. Their spiralling profits are more to do with their half-witted attempts to court the healthy-eating crowd (Please. If you're a salad type why on earth would you even think of eating one in McDonalds?) and their allying themselves to an 'urban' advertising strategy (The cringe-worthy 'I'm lovin' it' slogan cancels itself of any street value with that achingly-uncool-yet-punctually-accurate apostrophe after lovin') than fundamental problems with their key strategies. In short, it's the constant advertising and re-branding that's doing them harm. So how do you fix that? It seems for McDonalds that the answer is
?