Taking the battle to breakfast

Burger King has re-vamped their their breakfast offerings and is promoting them with a new (and horrible) ad campaign as seen here: http://www.youtube.com/watch?v=VqdxbfzaSZg

Despite the fact that I think the ads are stupid beyond belief (bad songs, a "flute solo" rip-off of 'Anchorman' and punchlines that make you want to punch the person delivering it in the face) I really hope that the new BK breakfast is popular, and here's why:

McDonald's has ruled fast food breakfast forever. It's one of their most profitable sectors of the business and has been relatively unchallenged. However, now Subway is getting into the breakfast game and as mentioned, Burger King has a new menu presumably with the intent of cutting into Ronald's profits. So why should I/you or anyone care? Because if Burger King can be successful it leaves McDonald's with few options. One would be to accept a loss in profits (which I doubt they would do after enjoying so many years of dominance). The other would be to retaliate. Perhaps they would finally put an end to the arbitrary "no breakfast after 10:30am" policy that has been the bane of everyone's existence - as seen in the movie "Big Daddy".

It seems like the next logical step in the breakfast war - make menu items available to drunkards and people seeking brinner. Fast food restaurants are already staying open later and later, deep into the new day and some 24 hours, so why should breakfast only be served for a small portion of their operating hours? Some places, like Jack In the Box, already serve breakfast all day. Unfortunately, they aren't enough of a powerhouse to force the house of Ronald to reconsider their much hated policy. But maybe Burger King and competition from unlikely sources (namely Subway), can create the change we've been waiting for.

If it does, it will be a great day.
Then we can work on getting the McRib on the menu full time.