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You get out ahead of the locomotive knowing that most of the directions you go aren’t going to pan out. The point is that the guy who happens to pick correctly will win big by getting out there first. Nothing wrong with making the attempt and getting it wrong, as long as you factored that risk in (as McDonalds’ seems to have done given that this hasn’t harmed them).
I recall reading once upon a time that the original idea for this exemption was that it was for literal scholars - a few hundred priestly intellectual sorts that were professional serious full-time Torah-studiers. But the exemption didn’t have any specific criteria listed for what that meant, so the ultra-orthodox all wound up saying “yeah, I study the Torah all day too, so I qualify.”