The cover piece in the February 11, 5760 edition dealt with the most recent culinary invention to McDonald's menus: Bagels and Ham. Writer Stan Brin discovered this "insult" and "atrocity" during a recent visit to an Orange County McDonald's restaurant with his young daughter. Brin, along with Publisher Herb Brin, Editor-in-Chief Dan Brin and Adviser David Brin (hmm, something unKosher about this family affair?) is certainly in need of a crash course in "Really Important Jewish Issues", and fast.

Throughout the article, Brin pontificates about the significance of the bagel. He recalls the birth of the bagel in Eastern Europe as if he is speaking of the birth of an historic figure, and traces the journey of the bagel from the old country, to the shores of America, where it was "perfected".

Brin is dismayed at the dead-ends he runs into when trying to explain this "cultural insensitivity" to McDonald's brass, one in particular he terms a "fool". Brin seems disappointed when he can't get through directly to McDonald's CEO Jack Greenburg. Surely a fellow bagel-eater will understand, right?

Brin, who admits that he doesn't keep Kosher, but "respects the sacrifices of scores of generations of my ancestors" is painfully confused. I wouldn't at all be surprised to see an original oil painting of an onion bagel above his mantle. He speaks of the bagel, a round piece of oft ill-prepared round dough with such great kavod that it almost seems as if he is joking. Sadly, he is not.

Brin's understanding of Jewish contributions to the world couldn't even fill up the center of a bagel. This is apparent. He looks at the contribution of Judaism to the world in culinary terms, which is pathetically narrow. Unfortunately, the only attachment many Jews have to Judaism is through eating. But physical nourishment of the soul is ephemeral. The contribution that Judaism has made to the world which is not fleeting is the ethical one. Jewish values are what have improved the world, not Noah's and Western Bagel. If McDonald's wants to serve bagels and ham, cholent with shrimp, or gefilte fish with salsa, WHO CARES? The fact that Brin is disturbed by this says a lot more about Brin and his values than it does about McDonald's.

I would hate to be seated with Brin at a local sushi restaurant in the Pico/Robertson area that prominently features a "Jewish Roll" on its menu, complete with salmon and cream cheese wrapped in seaweed and rice. Pearl Harbor would pale in comparison.