Have you seen the ad campaign that Burger King is running in which they travel to places where people have never even heard of a burger and perform a taste test between the Whopper and the Big Bac? Supposedly, in the most pure taste test ever, the Whopper won.
If I'm McDonald's, this is how I respond: "Ooooh-k. Well, we asked people who actually know what a burger is which they preferred and they like the Big Mac."
I mean, really. Why would I give a shit what people who don't even know what a damn burger is prefer? It's almost the complete opposite of an endorsement. Show me a 250 pounder and tell me what they like. Chances are they've got more experience and I'd trust their recommendation.
For the record, I've never had a Big Mac or a Whopper. I'm adding it to my resolutions, though.