Critics claim that fast food chain restaurants such as McDonald's are destructive towards many aspects of the indigenous cultures in countries where they have been introduced.
In March 1992, an article first published in The Atlantic Monthly by Rutgers political science professor Benjamin Barber entitled "Jihad vs. McWorld", described international commercialization as one of two great clashing forces of the 21st century, the other being tribalistic fundamentalism.
However Barber argues that multinational corporations pursuing profits outside their home country due to competition has less correlation with open society.
A 1999 book entitled Mustard Seed Versus McWorld by evangelical minister Tom Sine implores Christians to reject the diminution of religious values that he contends results from excessive commercialization.
Visitors to the website could play games, go on quests, earn points and buy accessories for their tree houses and avatars (called "mPals"), including Fez the Monkey, Radish the Dog, and Yammy the Cat.