McDonald’s is good at wheedling themselves into the collective conscious.

They’re experts at the mere-exposure effect where just a mention of golden arches, someone gets an image in their head of delicious burgers, fries, and homophobia. Wait, what? Homophobia. That’s right, a little bit of homophobia. From being in the news for having managers berating transgendered employees to their counter-effort, a French commercial that encourages customers to come as they are. McDonald’s is encouraging all people, gay and straight, to imbibe and enjoy themselves a grease bath that’ll sustain them for about a day.

But McDonald’s executives don’t really like their food being associated with homosexuality.

If I were a McDonald’s executive, I’d be happy for my food to be associated with anything that’s not clutching of the heart and muttering of expletives. Cause seriously, anybody who eats too much McDonald’s will one day have to undertake that. It’s the rite of a man.

The Chicago Tribune recently interviewed Don Thompson, the Chief of Operations, who called the effort a mistake, saying that cultural implications in one part of the world are different than in another part of the world.

So what happened? The National Gay and Lesbian Chamber of Commerce, a business group with 1.4 million businesses decided to cut ties.

Good for them.