There are these commercials right now of McDonald's new McCafé. If you haven't seen these, it shows people doing various activities which aren't exactly considered "fun." Things like ironing or washing the car. The voice over says what the person is doing - for example "chore". Then the person drinks one of these new trendy coffee things that McD's is offering, called a "McCafé". They add the "aye" like in café, and magically, things become far better. So "chore" becomes "choré" and it's no longer a pain in the ass but something you would forgo sex to take part in. All because of a McCafé!
These are really fucking annoying. And pretentious - really fucking pretentious. The implication is that McD's coffees are somehow better than others; and you know this because it has an accented "e". Do they seriously think people are going to think "Well, I normally wouldn't have an iced coffee from McDonalds, but you know, it's 'McCafé' so it has to be something special."
It the same kind of mentality which originally prompted places like Star-fucks to start calling their drinks things like "tall," "grande," and "venti". Naturally, I'm not the first to rant of this particular piece of idiocy - check out one of my favorite Foamy rants. At least I know I'm not the only person out there who realizes that this kind of pseudo-intellectually crap is just that - crap.