I don't get it

Had the McDonalds Southern Style McChicken sandwich today. It was good, but I just don't really get the concept. Steamed bun, a chicken patty that tastes a lot like a KFC chicken breast, and pickles. That's it. http://app.mcdonalds.com/bagamcmeal?process=item&itemID=5969 Oh, and a squirt of butter. Even more incomprehensible.