After "MCDONALDS!" crosses the threshold of your cracked lips without your conscious assent, the ad does not end... in fact, due to the intermittent cellular connection in your area, the ad starts over from the beginning once it finishes playing, as it could not be confirmed that you watched the ad. (or skipped it using the techniques described in United States Patent 8,246,454 B2 (2012)) This recent 'Online Handshake Verification' requirement for NeurAds can be frustrating, but it's tragically understandable. A couple of unethical 'linkhackers developed an installable micro-applet known as 'NeuraBlocker' a while back, and this was the only solution that the corporation could feasibly implement in order to prevent this illegal and unauthorized misuse and abuse of an implanted medical device. You never even got the chance to try it out–not that you would, of course, but you still have to pay the price for their actions, in the end.