No longer will McDonald’s offer Disney movie character toys. The company’s theme parks will turn off all burger grills and French-fry cookers. Even Incredibles Pop-Tarts will go away (merch collectors: that’s your cue to start hoarding).

In other words, a big, fiscally troubled American company’s decreed that three of its biggest divisions (theme parks, feature films, and character licensing) will choose to forego some proven revenue generators for the sake of polishing the company’s brand image. Sounds like a noble gesture, or at least a sharp PR ploy.

But going to an amusement park without cheese fries, cotton candy, or vomitous amounts of imitation lemonade? That sounds as much fun, kid-wise, as a WASL-training sleepover camp.