If you get the Sunday NY Times, have a look at the "Fashion Magazine," and in particular, the ad for Borgata Hotel Casino & Spa, in Atlantic city. It features a woman doing something with nautical decor, but it's about their restaurant, Sea Blue, "by Michael Mina."
The tag line is, "When food becomes an art, an appetite is entirely optional."
So if the chef uses enough silly prep techniques (liquid nitrogen) or chemistry class ingredients (Methylcellulose) or wierd presentation (savory lollipops), it won't matter if you're hungry? You'll still pay top whack just to say you were there, whether the food tasted like anything or not? I guess that's what it takes to compete in casino towns or no-class towns (Atlanta and Houston come to mind). But it still seems strange to admit it in your promotional material.
By the way, if you look at the Michael Mina link, you'll find him in a number of no-class towns, mostly Las Vegas, but also, strangely, San Francisco. Wonder if his ads for that place focus just a bit more on taste and less on "art?"
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