McDonald's UK boss Steve Easterbrook reckons videogames are helping make people obese.
In a chat with The Times he deflected responsibility from the fast food giant, claiming growing waist sizes were a product of a less physically active generation.
"I don't know who is to blame. The issue of obesity is complex and is absolutely one our society is facing, there's no denial about that," said Easterbrook, with French fry fingers and beef burger palms.
"But if you break it down I think there's an education piece: how can we better communicate to individuals the importance of a balanced diet and taking care of themselves?"
"Then there's a lifestyle element: there's fewer green spaces and kids are sat home playing computer games on the TV when in the past they'd have been burning off energy outside," he added, ignoring Nintendo and its recent efforts.
McDonald's is on the cusp of its best year in two decades, apparently, and now boasts using less salt, sugar and hydrogenated oil, on top of organic milk and 100 per cent chicken breasts. Apparently even Hollywood pair Pitt and Jolie let their kids have Happy Meals on Christmas Day. Turkey nuggets, probably.
Easterbrook naturally reckons his fast food chain is hard done by, victim of a false stigma enlarged by films like Supersize Me.
If you want to know more about what goes into their food - no eyeballs or pig fat, incidentally - then pop over to the Make Your Own Mind Up website.
Otherwise you can pass the buck to someone else who usually gets bad mainstream press. Britney should do.