I'm Lovin' It

Is it because I is Big Mac? Anyway, I'm currently lovin' McDonalds cynical little tactic of paying Hip Hop artists up to $5 every time any of their lyrics mentioning Big Macs get airtime. It's a campaign that will deliver far more than games of burgerword bingo on long car rides as it must surely also result in some useful data on the levels of credibility and authenticity behind the gangsta posture.