Companies love to invent words. To add a word or phrase to the lexicon is often thought of as an accomplishment. After all, if thousands, no millions, of people use your trademarked word or phrase, it means (a) they like you (b) they remember you and (c) the idea has spread.
We have plenty of examples of this. From brand names such as Bikini and Google to pithy slogans such as "Fair and Balanced" to the unbelievably long "Two all beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun." (If you were born after 1975, here's who's line that is.)
Many brand managers dream of such a nirvana when their product of service gets it into the Oxford English dictionary, right? Well.....
It was probably this kind of drunken brand-management stupor that got McDonald's to trademark the term McJob in 1984. It was intended to be the name of a training program for handicapped people. In 2003, it Miriam-Webster recognized it as a word, as did OED before that, but with a completely different definition.
Today, McDonald's is trying to re-define that word, and possibly delete the notion that a McJob is one with poor career prospects. They make the point that many of their top ranking people started out at the bottom.
I am with them on this. No-one belittles the Pizza delivery guys, window cleaners or the UPS drivers or the companies they work for. I'm a somewhat frequent visitor to the Golden Arches, and I've seen it change over the past five years. Their service is excellent, and their staff highly motivated. Can't say the same of so many others working at big brand name stores who don't seem like they're lovin' it.