I've been to Wanaka, and it's one of the few parts of that area of NZ that still felt "real". Queenstown, on the other hand, just felt so manufactured, I really don't like the place at all.
I can definitely see how a McDonald's would change the place for the worst.
One key reason to move is cost of living, it's a lot cheaper in many ways to live out in the sticks, especially with housing. Lifestyle can also be part of it.