I like the honesty and creativity. I like the bravery. I like the fact that their sticking an idea out there and saying "deal with it". I like that they're trying to stick out from the crowd.
There are lots of reasons it's a terrible ideas as well (imagine you're BK's ad agency, and you decide to pitch an idea where you admit on TV that you stole an idea from McD's - oh, to be a fly on the wall), but I'm on the "like it" side.
TAKEAWAY FOR YOU:
- In heavily competitive markets (anyone know one that isn't?), you have to give someone a reason to buy from you as opposed to your competition. BK took a stab at that by offering theirs for $1.
- Copycat product marketing is essentially admitting that you are lesser in some way than your competition. Just be aware of that and address the issue accordingly.