When McDonald's opened up in Moscow - I happened to be there when it opened and wandered in. And the Russians were queuing three times around the block to get in. And when they got to the head of the queue, they'd go, "I'll have a Big Mac please. Have you the cheese and the rolls? And do you have the meat and do you have the salad?" And everybody asks this because they are so used to things being awful that it took them a quarter of an hour to order a Big Mac.