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" ... These commuters, according to Christensen, are “hiring” milkshakes to do a job for them: to supply a breakfast that is filling and nonmessy and cupholder-compatible. So to sell more milkshakes, the marketers don’t need to create a more delicious milkshake. Deliciousness isn’t really in the job description. Rather, the shakes need to be an ideal commute co-pilot. (If only having a milkshake in the car would let us use the HOV lane …) ... "