But, in this case, it sure seems, in hindsight, like it should have been predictable. My first thought when I heard about the company was, "How do they keep the toppings from flying all over the place if the truck hits a pothole or has to make as sudden stop or something, and the cheese hasn't softened enough to stick it in place? And how do they keep the cheese from sloshing all over the place after it melts?"

It would seem, based on what I'm reading now, that my error was assuming that they had thought of something clever and wondering what it was. Because the answers turn out to be (1) skimp on the toppings, and (2) you can't, it just plays out like a scene from Astérix chez les Helvètes† back there.

I can infer from this that I, a person who was just sitting on their armchair having a knee-jerk reaction, still managed to think more deeply about this business plan than any of the key figures or investors.

Starbucks, on the other hand, seems to have always had a basic grasp of how coffee behaves vis a vis Newton's First Law of Motion.

†(DDG image search seems to do a better job than Google at turning up the cheesiest panels.)