It’s a figure of speech.

Of course this is an ad. But it’s art.

TLDR:

Kytch, a startup, developed a device to fix McDonald’s ice cream machines but faced opposition after a 2020 McDonald’s email warning against its use, citing safety concerns. Kytch alleges this move, influenced by machine manufacturer Taylor, was to undermine them as a competitor. Recent litigation reveals an email from Taylor’s CEO suggesting action against Kytch, which Kytch claims as evidence of a plot to sabotage their business.

Despite Taylor and McDonald’s denials, Kytch continues legal action, asserting the email demonstrates a coordinated effort to eliminate competition.