• People are able to acquire what they want or need almost instantly and get it much more easily. By observing these benefits, one can clearly see how the dimensions of McDonaldization: efficiency, predictability, calculability and control are used in the production process. But on the contrary, the irrationalities that exist are less obvious to the untrained eye. Maximum efficiency can potentially limit human action and skills. Predictability can potentially limit innovation and creativity. Excessive exaggeration of quantity, in terms of calculability, could potentially affect 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 are often