Do we Really Want a "More Sophisticated" Taco Bell?

The Web site for the local ABC affiliate here in San Francisco ran a story about Taco Bell seeking to expand in a new direction this morning. Apparently the company will launch a new "upscale chain" with the first site opening in Huntington Beach tomorrow. According to the text of the article, this is what we can expect from this "upscale" approach:

The menu for Taco Bell's new upscale chain includes smoked brisket tacos and a crispy chicken and gravy taco. Also on the menu -- a vanilla shake featuring Guinness, tequila caramel sauce, and chocolate flakes.

Recognizing this this is not particularly Mexican, the new chain will be called U.S. Taco Co. Personally, I am more than a little skeptical. Particularly since the logo on the chain's Web site is probably going to send the wrong message:

We know that the Day of the Dead is an important facet of Mexican culture, but do we need to be reminded of this when thinking about eating?