The news that McDonald’s would soon begin offering its breakfast options all day long has been a hit with the public and a surprisingly big story in the media. Leave it to the brightest minds at Vox to both explain the move and debate the implications, moral and otherwise.

All good journalists know to cover the five “W’s” of a story, and Vox has the “why” covered:

McDonald’s knows you enjoy breakfast. And though there might be some really altruistic junior operations manager who genuinely believes that the joy people get from Egg McMuffins makes the world a better place, the reality is that McDonald’s just wants to make money.

Ah, it’s a profit deal!