Here is another assumption.  Burger King is offering a Double Cheese meal.  So whatever comes with the meal comes with twice the cheese.  Is cheese the entree?  So, if cheese is the main part of the meal, I guess it is almost like getting double the meal.  Keep in mind it does not say it is a Double CheeseBURGER.  That is what they want people to assume.  But what they are offering is a Cheese meal with twice the cheese.