"This isn't business, this is personal." We've all heard the reverse of these words before, either in jest, ironically or in dead seriousness. Personally, I prefer the ironic. In the often perplexing arena called the marketing business, there is a sense of irony in many interesting ideas, like McDonald's Academy Awards commercial trying to connect the dots between the Big Mac and iconic films like "Jaws" and "Silence of the Lambs." Ironic indeed.