Guy whose business model is predicated on hoovering up everyone's personal data so he can sell advertising (and similar targeting services) now wants to give everyone a "fatter" pipe for hoovering even more (and different types of) data...
In addition to the environmental issues, surely a wide disparity in dialects and speech patterns must have played a role? ML/NLP models largely be trained on clear, precise - and predictable - English language must struggle when you add in an accent, slang usage and age/geo-specific language choice?
Also... McDonalds isn't in the business of selling food. It is in the business of owning real estate and selling "inputs" to its franchise holders. It makes money by selling equipment and food inputs to franchisors. It can't grow revenues if it doesn't find new things to sell to franchisees.