They used to claim it was a campground, tried to design the franchise with a rustic motif, but the customers kept chopping up those log-and-plank signs and wooden picnic tables and using them for cooking fires. Nowadays, the signs are electric polycarbonate bubbles, the corporate identity is all round and polished and smooth, in the same way that a urinal is, to prevent stuff from building up in the cracks. Because it's not really camping when you don't have a house to go back to.