McDonald's peanut scandal: is this a Didn't See It Coming moment?

Today, we woke up with the news that McDonald's had decided to launch a new McFlurry with loose nuts - instead of the standard pre-packaged nuts. In a heartbeat, social media lit up as parents of children with peanut allergies decried the move as traitorous.

Was this a Didn't See It Coming moment? Did McDonald's know what it was doing? Why did the food giant turn its back on so many of its core consumers?

CFAX 1070 Radio asked me to weigh in on the move. Here's the interview.