For those of you who have been following the Taco Bell beef flap, you know the story: Taco Bell gets sued for below average quality beef, Taco Bell fights back, and now, Taco Bell fights back some more.

While Taco Bell followed standard PR protocol by responding to the initial lawsuit and issuing the facts about its beef (which it did well), a new series of commercials – and the reaction to them by industry experts – begs a different question entirely – are they responding too much? The new commercials, seen here, go further than efforts in the past to defend the quality of their beef, this time with employee testimonials.

The “beef” isn’t with the response. It’s with the continued defense of Taco Bell’s quality. Taco Bell sells fast food that people buy because it’s cheap and they like it, not because they want restaurant-quality Tex-Mex.

So while I condone and applaud Taco Bell’s tactics to date, I have to agree with the critics of this latest campaign. Taco Bell’s success has come from selling product at price points that people can afford. If customers were unhappy with the product quality then the sales figures would reflect this dissatisfaction.

Clearly Taco Bell has been doing something right. Focus on the positives and move on. Taco Bell is fighting a war about food quality it can’t win.