McDonald's vs. Douglas Coupland

As a continuation of its campaign to have "McJob" (defined as "a low-paying job that requires little skill and provides little opportunity for advancement") removed from dictionaries, McDonald's has recently taken its fight overseas with a new "McSpeak" campaign, making posters with titles like "McValued," "McRespected," and "McBenefit." Now author Douglas Coupland—who coined "McJob" in his novel Generation X—has responded with a letter for Radar, saying:

Dear Ronald…
McJob? For God's sake, that was 1991…. Strike while the iron's hot.

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For what it's worth, thanks for taking the prefix "Mc" from my proud Scottish heritage and turning it into a signifier for all things, well … Mc. You know exactly what I mean, bun boy.

I still eat your burgers,

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Doug

Up next for McDonald's: A campaign targeted at that rumor you heard in fourth grade about how the burgers are made out of worms and the shakes are ground-up cow eyeballs.