Technology is the enabler. McDonald's is using touchscreen kiosks which will give customers more freedom to be creative without hogging the tills and adding to queuing times.
The logic behind Project Ara is pretty solid when you consider how fragile the current crop of smartphones are. A poll by MobileInsurance.co.uk last year suggests that 25% of iPhone owners continue to use their device with a broken screen, reasoning that they couldn't afford to replace it or were unable to easily repair it.
Every time we write about Project Ara, the Google-backed attempt to make a modular smartphone, it reads like science fiction
The idea of a "modular" mobile phone first came to our attention last month with Phonebloks - but frustratingly, the concept