i think the audience isn't those who are very familiar with rick, and particularly his association with the CC. i think, rather, the audience is the people who might know that he's "sort of famous." as in, "hey! i think i saw that guy on some cooking show once. he knows what he's talking about!" fast food companies, and most companies one might argue, don't advertise, and one could even argue that they don't *have* to advertise, to the educated consumer. Sy Syms is the obvious exception. edited to spell "educated" correctly.