Their genius was in sticking with the old formula of frying potato strips in beef tallow. They switched that for a witches brew of vegetable oils and flavorings, which probably becomes trans fat over time in the fryer (something unsaturated fats do under heat - and saturated ones do *not*). All in the name of making it 'healthier'. It's been a lose-lose as their fries don't taste as good - and are not as healthy. The 'genius' move would be switching back.