It is big business that gets in the way of feeding people. Profit is the main motivation behind any of these new plants. Traditional crops are competition for the dollars, and as such are targeted for elimination. Golden Rice and other GMOs are pushed onto people who may or may not want or need them. People are coerced into using them and told that they are fools to not accept this new thing. Even if they have good seed that has been grown for thousands of years, they are told it is inferior. Nobody likes to feel stupid, so they cave.
And those children and grandchildren will not eat so well if the chemical-based agricultural agenda continues to ruin the soil. The book "Teaming with Microbes" is excellent at explaining how the web of life in the soil interacts and supports plant growth. GMOs are designed to get around Nature, not work with it. As such, they encourage the extensive use of herbicides and pesticides, which kill soil life. It is a short view methodology that cannot last. Yes, you can grow plants on chemicals alone, but we are what we eat.
We have no idea what GMOs hold for us. Fact is, most GMOs are released without unbiased study. Scientists not affiliated with the seed and chemical companies have to lobby to even gain access to these modified organisms. Hiding behind "trade secrets," the companies may or may not be preventing us all from avoiding illness due to consumption of these products. If they are innocent and truly trying to benefit mankind, why do they evade independent scrutiny? Here is a link for just one of the recent stories concerning this matter:
http://shine.yahoo.com/healthy-living/gmos-really-bad-science-starting-reveal-major-concerns-164800584.html
Traditional crops and methods do work. Read "One Straw Revolution" by Masanobu Fukuoka. He was a microbiologist who specialized in plant pathology. Disgusted with how Japan was turning to Western agriculture methods, equipment and products, following WWII, he went back to his family's land and experimented with the old ways. Over the course of decades, he recorded tangible proof that you could easily match or outproduce the efforts of the modern agricultural system, without fertilizer, pesticides or modified seed. He wrote another book on reclaiming arid areas via traditional planting methods, "Sowing Seeds in the Desert."
As for McDonald's, they killed the Monsanto GMO potato project years ago by rejecting the resulting spuds. They told the seed company that they would not accept any potatoes that were tampered with. Their buying power trumped these so-called improved potatoes. Guess we see who is the bigger M.