"Prime Minister Gordon Brown enthusiastically praised the program, along with related plans to expand the number of apprenticeships for young people. Addressing a conference of business leaders Monday, he spoke of historical importance for the British economy: "A generation ago, a British prime minister had to worry about the global arms race," he said. "Today a British prime minister has to worry about the global skills race."
He added: "The biggest barrier to Britain's success in the jobs of the future: a skills deficit particularly amongst the low paid."
This is true, but can you really overcome the skills deficit by rebranding the training programs for low-skilled jobs? What I know of jobs at McDonald's (see Fast Food Nation), they have been systematically de-skilled, so that you barely have to read or add to nuke the food and push the buttons at the register (which have pictures of the dishes on them).