It makes perfect sense. McDonalds did something unconventional and apparently popular. People that found that valuable send the strongest signal you can send in an economy - money. "Corporate profits" take a look at the bank and they think "hmm, that seemed to work, we'll do more of that". They might not produce another gameboy game, that signal might need to be calibrated over further attempts to figure out why people bought more hamburgers. But certainly some signal concerning the approach they took will be loud and clear.