and I meant to footnote it but forgot. I first heard this term in the Wall
Street Journal in a McDonalds article. The WSJ is not searchable so I can't
prove it. However I did find it on an anti-McDonalds site:
(...) Who cares about the mundanes? Target them and LD will be a flop. We're the heavy users. Give us what we want so we can wow the mundanes, doing free marketing for TLG in the process, and do it in a way that is: - low fixed cost - low variable (...) (24 years ago, 26-Jun-00, to lugnet.lego.direct)
