Truth in advertising

This morning I ran through the McDonald's drive-through on my way to summer school. The woman at the window handed me my coffee and said that it was "almost as good as Starbucks." I responded with an unexciting "Oh really?" She stated, "We're not quite there yet but we're working on it." Is this their new slogan? Why are they comparing themselves negatively to other companies? Maybe on my way home I will stop back by to order a Big Mac, which I'm sure they will hype as "the burger that sucks compared to a Whopper."