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Fast food restaurants aren't able to tout strong nutritional value or low fat in their burgers, burritos and shakes. So they're hoping by saying their food is fresh you'll falsely assume it's healthy. As if our country's obesity epidemic has been caused by people splurging on frozen foods.
Given Thompson's financial disadvantage, losing by a respectable margin to Bloomberg can be spun as a moral victory, so in a sense Thompson can't lose. But his people think they can win.