The late night advertisers secret weapon. Nobody in their right mind would want a five gallon deep fryer, until all those potatos come out golden brown. You know McDonalds makes you sick, and at this hour all the crud they sell has been under the heatlamps for roughly 1 to 2 eons, but the fries are such a tasty looking shade of golden brown. Same holds true for Jack in the Box, where the food has been proven in a court of law to make others sick as well - just because it's poisonous doesn't mean I don't want it. Why? Golden brown.