The only part of the story I found rather oft-putting was the fact that he quickly dismissed the fact that Morton's did this because they knew it would be broad

The only part of the story I found rather oft-putting was the fact that he quickly dismissed the fact that Morton's did this because they knew it would be broadcast all over the interwebs. The most likely explanation is that Morton's does what a lot of companies do: know exactly who their most important customers are. He just happens to be one of them. As an aside, I find it funny how a guy that is too health conscious for fast food orders a 24oz steak. I love my steaks but that's a little much. +1 for Morton's for sure, but -1 for the media expert not being able to realize when he's being manipulated.