Oliver Reichenstein, of the iA design agency, describes how McDonalds is the ultimate User Experience. Its similarities with Google and how observing his child breastfeeding gave him a better insight into interfaces than he could have possibly imagined.

In his article: Brand = User Experience: The Interface of a Cheeseburger. Reichhstein offers a truly insightful article which I highly recommend. Also, the first article of real depth to appear on Smashing Magazine. Nice!