I too have spent the past several days reading all 31 pages of this topic. Wow! I've clicked on links. Agreed. Disagreed. Chuckled. Grinned. And more importantly, really thought about the topic presented. Even the off-topic topics have made me stop and think about the different view-points. My thoughts (such as they are or what they are worth)...Rick Bayless made a conscious choice by making the commercials for Burger King. I agree that by making the commercial, he does appear to be a hypocrite to his previous endeavors. But it was his choice, made of his own free-will. Just like we have the choice to support his endeavors or to write about him on this website. I didn't know any of his background before reading these pages at egullet. I thought he just did that tv show on PBS which didn't really appeal to me. After seeing the pictures that tana so kindly posted of the sandwich in question, I'm going to take a pass on the sandwich. It too doesn't appeal to me. That is my choice. As far as income-level eating habits.....I'm a single mom with a 14 y/o son. Cooking and food started out as a hobby - then I quickly learned that I gained far greater pleasure cooking for my family, than by spending more money for less-quality at some fast food place. I won't kid you though, I too will get a craving for McD's or Taco Bell (do not throw eggs at me for saying that), but I'm left feeling disappointed and robbed of the chance to have something better made by my own hands. Again though, it's my choice to eat fast food or not. I don't consider it a treat - sometimes, I'm simply too tired from my busy day to deal with working for another hour to get food on the table. I think the most important message that I'm passing on to my son is that he too has choices regarding the food that he consumes. He will more often pass up fast food and ask me to make something from scratch that he loves. And I willingly do it for him when he asks - even if it means stopping at the grocery store on my lunch hour or on the way home to get the ingredients that are needed. Now if I could just get him to not disappear when there are dishes to do! But I think the biggest point that I'm trying to make is that it comes down to choices. Whether it's Rocco making his show on NBC, or Rick Bayless making a commercial for Burger King, or me simply going to the nearest Boston Market to pick up chicken and mac-n-cheese rather than cooking the chicken myself - it's a matter of choice. Aren't we lucky to be able to have so many choices, and be able to agree-with or disagree-with those choices? Perhaps a very simplified opinion compared with others that have been previously expressed here, but it's what I am taking with me after reading so much information. We all make choices in our lives. Some we can live with. Some we wish we had thought out a bit more before making that step.