I also have to make the point that I initially became a regular at Ssam Bar out of choice, with my own money, before the special treatment started. It isn't like I only went there because they knew me as foodboard poster and called me up one night and said, "come on in and let us comp you." I'd also note that while Nathan is clearly right that the Momofuku places intentionally play the foodboards, I get treated the same way at Franny's, where all they know about me is that I come in at least once a week (and order A LOT).