Comfort food is what? The food addict’s fix? The salve of eating disorders that is also the poison? Is McDonalds concerned that out of sight in the bag, a fat-eater might forget what designs he had on his impulse/compulsive purchase?
 
McDonalds would seem to have quite a grasp of its customers. McFatties may have heard about “comfort food” but may not remember whether it denoted something bad or good. The McDonalds marketing department is employing a linguistic maneuver: own up to the accusation, then pervert what it means.
 
This bag promotes McDonalds’ World Children’s Day, urging us to give comfort. A search of their linked website about helping children yields not a single mention of “comfort.”

When Microsoft was confronted with Java, the Sun Microsystems product that offered to reduce our dependence on client-side software, what did Microsoft do? They jumped on the Java bandwagon, used their dominant market position to spread their own version of Java, but injected some broken code. Thus for the majority of users, Java was a disappointment. And Microsoft and Sun Microsystems settled out of court.