What you are paying for is a standardised experience.

There is a reason people visit Rome or Vietnam and still go to McDonalds: predictable, reliable experience.

QED steambox is the PC version of McDonald’s in Rome or Vietnam
The McDonald’s in Rome (specifically, the one near the Spanish Steps) is pretty darn nice, NGL. I got a gelato there once, which is better than anything I ever got at an American McDonalds.