The whole thing is dumb. It's a tire company. But not just that, it's a French tire company. Name your top 3 favorite French dishes. Now name your top three favorite French restaurant. If you're like me, you can't even name one of either and after thinking about it, I can't even remember even seeing a single french restaurant in my life outside of like a wine place or French bakery or something. Despite having possibly one of the least popular cuisines in all of the earth they are the ones choosing where we should all eat.
On top of that the system is super dumb. You can only have a Michelin star if your restaurant is in a place that allows them. Most states in the US are not allowed to have a Michelin star. You could be the best restaurant in all of the world but if your not in Chicago, New York City, LA, Vegas, or San Francisco too bad (and I think Miami now? Texas is about to get some too but only in Houston, Dallas and Austin cause... reasons).
In addition, they only allow a certain number of Michelin stars per location. So if you start an absolute kickass restaurant in a place that happens to allow Michelin stars but already has a few restaurants that have stars, well too bad, there aren't any stars left. Tough shit.
But as dumb as it is... God damn is it phenomenal marketing so I guess... Good job?