In particular, I strongly doubt that there will be anything McDonalds'-like about a successful effort to raise the rationality waterline.

Yes I agree. Changing people's thinking falls into the "creative process" box for me.

However, we do not have much evidence that this program is followed with computer-like compliance

Good point. I guess the rules are "more like guidelines" - but when they're followed well they lead to a much higher chance of a successful McD's franchise... (though it'd be interesting to see if that pans out in a study).