• People are able to acquire what they want or need almost instantaneously and get it much more conveniently. Looking at these advantages you can clearly see how the dimensions of McDonaldization: efficiency, predictability, calculability and control are used in the production process. But conversely, the irrationalities that exist are less obvious to the untrained eye. Maximum efficiency has the potential to limit human action and ability. Predictability has the potential to limit innovation and creativity. An exaggeration on quantity, when it comes to calculability, could potentially impact the quality of a good or service. Finally, through the application of non-human technologies, control is dehumanized. Ritzer writes, “Rational systems inevitably generate irrationalities that limit, ultimately compromise, and perhaps even undermine their rationality” (Ritzer 123). He goes on to say that rational systems often are