I have to say that you guys are much more even-tempered about the organization than a lot of other people seem to be. I found a few threads on Bullshido and almost everyone mercilessly attacked them. Even on other forums there are lots of chants of "STAY AWAY FROM THE ATA!" and practitioners (often former ATA students) calling the organization--and the Songahm style of TKD--a scam or sometimes even a cult.
There really is no reason to not be even tempered; they do things the way that they do and if you like what they do and can afford the rates, then by all means, do so. It would not be my preference, but that doesn't make it inherently bad. What I see in the ATA is a martial arts themed family activity.
I see articles popping up about 'Samurai Sword' workouts in health clubs. As a kendo instructor, I suppose I could take exception to this, but why should I? Not everyone wants to get cracked on the head with a bamboo stick; maybe they just want a good workout. If the way of the sword can be extended to help people to improve their lives and get into better shape then I am all for it.
I'm sure that the quality of instruction varies from school to school. I remember that my instructors way back in the day were good at what they did and cared about providing quality instruction. For that reason, I would not call it a McDojo.
There are some really crappy KKW/WTF schools, and some fantastic ones, and everything in between. The ATA has no monopoly on inconsistent instruction or on bad instruction. Regarding McDojos, the term actually refers to the business aspect, not to the quality of instruction.
The ATA probably is the most 'McDojo' of them all. From what I understand,they go to great lengths to make sure that school owners are trained to run a school the ATA way and that the way schools are run and set up is fairly standardized. I understand also that they offer a great deal of support to school owners.
Recarding the Mc thing, McDonalds is very successful because of the way that they set up their restaurants. McDonalds are all set up so that they have certain things in common, right down to the placement of the shake machine. The food, while not particularly good, is consistent and recognizable from place to place around the world. People feel comfortable going in and the atmosphere is friendly.
Really, McDonalds could be serving fine French quisine or Chinese food and the formula would work.
As DJinx said, it is a business first and that turns some people off. The fact is that if you charge for instruction, you're running a business, regardless of your organization. I can't really knock the ATA for being good at the business end.
The light contact, proliferation of belts, two tests (recommended and decided) for each belt, and so on are turn offs for me. Would it keep me from training in an ATA school? Not if I really liked the instructor.
Daniel