There are only so many ways to make a hamburger new and unique, and there are even less ways that taste good (for example, pizza burgers are disgusting). If you're a burger joint who wants to stand out, sometimes your ad campaign is your best bet, but this Australian company is feeling the flame-broiled heat, because they didn't play it "safe."
The allure of the hamburger has certainly evolved over the last few decades. What used to be sold primarily as fast food fare has now taken on a more grown-up, modern day, gourmet persona.