It's the Friday before Labor Day weekend, the last gasp of summer, and across America, cars are on the move.

Maybe you're on I-40, or I-95, or I-10.

It's probably an I-something.

And then you see it, a billboard rising above the asphalt haze, Cracker Barrel.

They're very prominent near highways.

There are a place, you know, families who go stop and rest and have a meal and buy some fun swag while they're doing it?

Cracker Barrel is a Tennessee-based chain of restaurants slash old country stores,

a roadside icon with an unmistakable logo, a man in overalls leaning against a barrel.

So the logo, which dates back to 1977, had what customers referred to as the old-timer,

Uncle Herschel, which is a man in overalls who is sitting on a chair.

But this summer, that logo, it's become a cultural lightning rod, one that initially wiped out

tens of millions of dollars from the restaurant's valuation, all because a new streamlined

logo erased that old timer and set off a digital pitchfork mob.

Our colleague Heather Haddon has been covering the story.

A lot of commentators were like, no, we do not like this.

So Cracker Barrel has made everybody crazy today.

My first thought was why.

I mean, if it's not broke, don't fix it.

It's this old country store and now it's changing and it's not broke, don't fix it. It's this old country store, and now it's changing, and it's just, I don't like it.

But this story is about more than just a botched logo rebrand, because this public outcry

became an opportunity for a jilted investor who's been gunning for Cracker Barrel for years.

It's not just a branding story.

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