Sins -- it was all McDonalds. Even the stuff in the plain wrapper was McDonalds. It was IDENTICAL. A Big Mac in a Big Mac Wrapper vs. a Big Mac in a plain wrapper. No taste difference. Baby carrots in a McDonalds wrapper vs. baby carrots in a plain wrapper. Kids preferred the same identical food wrapped in a McD wrapper. There is no taste recognition involved. If there was, they would recognize the taste of the plain-wrapped stuff too. It's all psychological.