Miraculous Transformation

I don't often eat in McDonald's, but sometimes when I'm in a hurry and it's near, I'll take the easy option. So today I tried their new Ebi Burger, an import from their Japanese operations.

This, their advertising tells me, is made of carefully selected superior shrimps, and this is illustrated with pictures of succulent fresh pink shrimp. Only one mystery remains: how do they convert this into the near-tasteless rubbery grey mass that appears in the actual burger?

At least in some countries you can get beer with your burger...