over-estimating?

Came across this little bit of news today.

The short of it is that McDonald's is proposing to offer free Wi-FI in all of their 1200 branches in th e UK. Now the first bit of surprise is that there are only 1200 McDonald's here. For some reason, I had always imagined that there were more, especially seeing as there are 2 in my little town and this ain't no megalopolis.
The other bit of surprise is that they think it will help their business or that it even appeals to their core customer group.

Now I could be wrong but as far as I can tell, McDonald's are mostly frequented by students between the ages 12-18 during their 1 hour lunch break , parents and their accompanying screaming 6 year olds and let's be honest here, people who don't/can't cook. Ok, I'll admit that is a gross generalisation but by and large, you can't deny it is not true.
How often have you gone past a McDonald's and seen it full of schoolkids pissing about?

Of course, there are exceptions, most notably being the lunch crowd from offices and whatnot but still, none of these groups are ever in there that long nor are they the type to carry a laptop into McDonalds so they check their blogs and forums whilst munching away on a Big Mac (or whatever it is they sell these days).
Factor in the aforementioned schools kids pissing about and let me ask you, can you see anyone in their right mind pulling out a laptop?

So what's the point?
Are McDonald's trying to pull in new customers?
They have been massively changing their menu the past two years to the point that they don't even advertise their famous Big Mac anymore. In fact, the way they have been advertising, I'm not even sure if they still do a Big Mac. The only things I hear about are Deli-whatever sandwiches.

So, who are they trying to attract?
Young and hip, cashrich, time poor, young working professionals?
Maybe.
That is if you forget about how well, untrendy it is and always will be to hang around in a McDonalds.
Can't be the adults.
Can't be the Kids.
They almost have no choice but to go there for lunch/dinner.

That is also forgetting that the majority of McDonald's managers seem to have major sticks up their arses. I remember seeing loitering penalty signs in my local McD's when I were a lad but now they want people to hang around more? Sounds a little counter-intuitive to the fast food ideal.

In my opinion, they've massively over-estimated their core customer base and they've over-estimated the attraction of Wi-Fi.
It works for let's say Starbucks because that's what cafes and coffe shops are about. My favourite little coffee/cake shop has always been a very generous host, never hurrying me even if I am blatently holding a little design meeting in there. Can you see McDonald's doing the same?