I don't think it's really that dumb of an idea. 90% of kids want the Happy Meal for the toy, not the food. So by not including the toy with the Happy Meal, the parent can still buy one if the kid's whiny enough, but then also buy the kid less food for their actual meal.
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SEP Nash, Smelling Like the Vault since 1996
Step FOUR! Get Paid! http://img.imgcake.com/stevenashgifpu.gif