Gentner and Nielsen argue that the standard interface for personal computers was conceived when most users had no experience with computing, and the computers themselves were limited, stand-alone devices. Now, an entire generation has been raised with computers, and the PC has evolved into a powerful, connected device. The old WIMP (Windows, Icons, Menu, Pointer) interface has not changed to keep up with users or technology, sticking with clumsy metaphors like the desktop.
Proposed solutions include a command line interface that can understand simple instructions, more metadata on files and objects, etc.
Regarding McDonald's Corporation, see Criticism section and McLibel case.
wikipedia.org dumped 2003-03-17 with terodump