I don't eat at McDonalds, but I occasionally drop in for a soda to go, or a small shake. The small size shakes used to cost about $2.50 here in NorCal, but the last time I dropped in, the price had risen to almost $4, plus tax, for that same little (11 oz, down from 12 oz not that long ago) cup. I canceled the order and walked out. Extrapolate that experience to millions of customers and you'd quickly see a change in corporate attitude. The problem is that people grumble and then just accept it, as if they had no other option.