Net Neutrality, but with Hamburgers
- Leave a Comment
- 5 min
Burger King produced an online video advertisement using the delivery of their signature Whopper sandwich to explain how an Internet service provider can discriminate against a non-preferred website or Internet service. You can watch the nearly three-minute video on YouTube.
In this ad, a Burger King location implements a tiered delivery system. One can buy a “premium” Whopper that comes with a higher Mbps, which of course for broadband means “megabits per second” but at this Burger King location means “making burgers per second.” When an irate customer questions the delay, a Burger King counter employee explains that Burger King prefers to sell chicken sandwiches and Chicken Fries (which are way less gross than I expected, by the way) so it offers those at a standard rate. However, if you want a Whopper, as many customers in this video want, you will either have to wait for it to come through the slow pipeline or have to pay an additional fee to have it prioritized.
The sandwich offerings at Burger King offer a clear, yet imperfect metaphor for the websites and Internet services that can be blocked or throttled by an Internet service provider. The chicken sandwich and Chicken Fries presumably represent the video content and websites owned by the ISPs or their parent companies. I previously explained that this is why AT&T is looking to acquire Time Warner’s vast media holdings and why Verizon and Comcast have already acquired content companies—Oath and NBC-Universal, respectively—over the last decade.
The metaphor falls apart somewhat because Burger King “owns” the Whopper as well as Chicken Fries, and, of course, they block access to other options. It’s not like you can walk into a Burger King and order a Diet Coke or a Big Mac. However, it’s not like there are places in the world where you’re stuck only ever going to Burger King or McDonald’s but never the other. You have a choice in fast food establishments (and other ways to procure calories), but you almost certainly don’t have a choice in your Internet service provider.
After a while, the customers in the video understandably get impatient, angry, and frustrated.
And some even get physical. A couple of customers grab and tug at the bag from the counter employee. As per Burger King policy, he is waiting until the arbitrarily imposed latency period on the Whopper has elapsed.
Basing a fast-food ad on a wonky communications policy, albeit one with significant real world consequences, seems counterintuitive and even unbelievable. Would anyone understand this? Would anyone get the jokes? Yes, of course. Burger King wouldn’t have bothered making this video if a lot of people wouldn’t understand it and wouldn’t get the jokes. Free Press’s Craig Aaron notes that the ad demonstrates just popular and widely know net neutrality is among young people. He writes, “right now Net Neutrality ranks high on the list of concerns of millennial voters — right up there with marijuana legalization. If nothing else, BK knows its target demo.”
A few months ago, I wrote about how Coca-Cola introduced OK Soda to expands it reach to customers who were presumably too jaded to drink Coke. In that post, I referenced a video and describes it as “postmodern.” While I preferred the term “self-referential” to “postmodern,” this ad uses the same technique. At the end of the video, there’s a self-referrential wink-and-a-nod to those in-the-know with when the King appears in the store’s parking lot and takes a drink from an oversized Reese’s coffee mug.
That’s a reference to Chairman Pai’s stupid oversized Reese’s coffee mug, which was featured in Last Week Tonight with John Oliver last year. Most people likely know about the mug as do about the impact of Title I versus Title II classification: that is to say, a lot of people know.
He often appears with this mug as a bit of “dad humor,” making himself seem jovial and self-deprecating, much like he did when he danced with a “wannabe Pizzagater” in a video published on a right-wing, junk news website. It is also an attempt to distract from his corporate friendly policies that threaten the public interest.
However, as I’ve regularly warned on this site, Chairman Pai’s regulatory actions, such as repealing net neutrality, eliminating broadcast ownership caps, and allowing right-wing ideologues to reach virtually every American household, are no laughing matter.