Really McD's?

So McDonald's has a new breakfast sandwich out there, the southern chicken biscuit breakfast sandwich or something like that.
And the commercial is all about how eating chicken for breakfast is different, hip and cool. It even has some douchebag holding said sandwich, looking at the camera and saying "Here's to non-conformity".
Really?
REALLY?
Non-conformity is eating a chicken sandwich during am hours at a nationwide fast food chain? Man, I have been totally misled my whole life about what non-conformity actually meant.
Cuz....I would have thought it's basically the definition...