At this fast food establishment, they are selling burgers and philosophy, but they dont really push the philosophy too hard. But who would really want soft philosophy? I guess that if you don't really want to follow the rigid dogmas of other beliefs, you can do soft philosopy and do it if and when you want to. Or since Tao is he "way, path, right way (of life), reason", maybe they are simply selling a gentle way of moving through life.