Well your pessimistic view may be correct. But the market seems to think that this less than 20 year old concept has a good chance of succeeding based upon recent success stories with similar concepts. The earnings report this week seemed to do two things. 1. Provided insight into the initial success of the first Pie5 store. 2. Provided insight into the speed in which they are planning to expand the company owned locations. They will have 5 open total by end of next month. They will most likely have a total of 15 +\- by mid year next year. Would assume they are working on a large franchise plan to be implemented very early in 2012. We shall see.