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If I have the money to purchase things to make myself look like a cow, I probably wouldn’t get anything out of getting a free meal from Chick-fil-A. This is a pathetic deal.
Many people “make” their costumes from various paper products, etc. I can understand your point-of-view…and I definitely wouldn’t recommend spending money so that you can purchase a costume. If you visit the site, you will see that many people view it as fun and a way to be creative. I, myself, find it a bit odd–but I know several people who have done it. As always, not all deals fit all people, so feel free to use what works for you…and leave the rest.