DDB, Sydney: Golden Arches > City Sunrise. Seriously. What?

Either McDonald's gets off on the idea its golden arches could surpass sunlight, or somebody at DDB, Sydney is fucking wild about Egg McMuffins. (They are compelling sandwiches.)

Variations here and here. It's like some starry-eyed Nikon hobbyists couldn't decide which angle they loved best so they decided to pass all three favorites off as a tri-variant print campaign.

Are we supposed to compliment the photography?