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Just want to add that this wasn't just McDonald's spinning it for their own purposes, it was part of a larger effort of tort reform - spreading the conception that people are suing for everything, even hot coffee hur dur, so that the public would support things like caps on pain and suffering damages and punitive damages. Corporations wanted more leeway to maximize profits(the reason McDonald's coffee was so hot was because they could get more coffee out of the beans that way), even if it hurt people, and the public jumped right on board. This was part of the same strategy as denigrating plaintiffs attorneys as "ambulance chasers" and the like. It got to the point that even when people were harmed, they still wouldn't sue because they didn't want to be lumped in with "those entitled people suing over everything". It became a point of pride to get fucked over by corporations and to do nothing about it. Really disgusting how easily the public was manipulated by all that.