All right, Mr. Matthew Yglesias of one Slate magazine: I will give credit.

Mr. Yglesias wrote a piece about how Taco Bell is following Chipotle’s lead by introducing Cantina Bell to add customers.

Two good quotes.

1.

This isn’t to say the other criticisms of fast food—low quality, poor nutrition—are invalid. Rather, they’ll be addressed in exactly the way the burrito market is improving. New companies will find ways to standardize a better product than what’s currently on the market. If they succeed, others will follow.”

and

2.

The entry of new higher-end places is precisely what’s driving the Taco Bells of the world to raise their games. In the end, it means that nasty fast food as we know it is almost certainly doomed. It won’t be brought down by a backlash against chains but by the same process of innovation, competition, and scaling that we see in other sectors of the economy. And given how fundamental eating is to both health and human sociability, the steady progress in the restaurant industry is a bigger deal than it’s given credit for.”

There. Our current fast food habits will eventually look as unhealthy and naïve as the nation’s old smoking habit: but not because of complaints and rules—just (asserts Mr. Y) because the market will make it smart for them to keep getting better.

Now you don’t have to read the whole thing.