McDonalds and Starbucks Square Off?

An NPR piece recently discussed how Starbucks and McDonalds are each trying to cut into the other's market: the former introducing breakfast sandwiches and the latter introducing coffee bars in its 14,000 locations. I could see some potential conflict here - yesterday, while en route to Manhattan, I got off the road, noted a Starbucks, got a sweet coffee drink, and added a breakfast sandwich when I noticed that they were available and would only take "30 seconds or a minute" as the worker said - or longer, by my watch.

But for the most part, are the companies and the business press nuts? The two have distinctly different atmospheres and roles to play. People who go to one might go to the other, but under significantly different circumstances. Expecting people to head to Starbucks instead of McDonalds for breakfast is absurd - good luck getting what you want instantly. (And no hash browns?) And expecting people to bring in a laptop and hang out with a McLatte is equally wishful thinking. The people covering business should see this and not take the all too easy angle of "they're out for each other." Even if they are, notice that they're both going to trip and hit the ground face-first, not running, in the process. Or could this be the beginning of the new secret advertising campaign: Have It Their Way?