Throw in that for the Scottish Open , McIlroy decks out daily in tartan trousers and reels off the various styles for the various days -- " So I 've got . . . a MacGillivray tartan , a Loch Lomond tartan , a Forever Scotland tartan [ purple-based , evidently ] , and I 've got a McDonald 's tartan , as well " -- and you have what you call pleased masses .