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Why do they refer to a double quarter pounder as a double quarter pounder instead of a half pounder at McDonald's?

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Why do they refer to a double quarter pounder as a double quarter pounder instead of a half pounder at McDonald's?
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It's two quarter pound patties.. I guess a half pounder would be one big ole half pound patty.
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Because they want people to feel they're getting more and a double quarter pounders sounds like a better deal than "half pounder".
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