McDonald's: Everyone saves for something

Please, do explain the obvious, because what I get from this campaign is that it's a damned near-perfect sleight-of-mind.

1) The creatives here sidestepped The Obvious, which would be a tired 'bring a friend' or 'double-up fun' yawn of campaign that would cheapen the product, lowering its value both monetarily and in terms of 'Want'.
2) They *beautifully* paired a 50-cent product with high value items, like scooters and shoes.
3) Their stroke of genius was to get the involvement of the high-end brands, who willingly elevated the perceived value of a low-end foodstuff through simple association.
4) They implanted the idea in the audience that they weren't spending, they were saving. That they weren't only feeding their stomachs, they were feeding their bank accounts. That they were being responsible through an irresponsible waste of money.

I can't fault this campaign, really. It's Up There.

And I would dearly like you to explain 'The Obvious' I'm so obviously missing.