This reminds me of a hotel that elected to advertise its own "Room Service Pizza" as a local commercial business. It went something like this...<p>A given guest checks in, unpacks, and finds themselves ready for dinner. They skim over the room service menu, considers Room Service Pizza, and then dials a nearby pizza chain for delivery. Reviews for Room Service Pizza were not good. At the time, "Dominoes Is Cardboard" among similar chain-pizza love was going on so it wasn't looking up for Room Service Pizza even though it was right there on site and arguably not that bad as the story goes.<p>The hotel tried "everything" but it would never work; recipes, surveys, fresh ingredients... "One Chain Pizza, Please" was always the result.<p>One day someone desperate and with authority had an idea. They had changed "everything else" by this point, so let's go "marketing". This person drums up a separate phone number, business name, menu, logo, uniforms, the whole bit for Room Service Pizza. Drops the flier menu into the "local restaurants" courtesy spread in their rooms. It's not "Room Service Pizza" anymore, it's "Tony's Tower Pizza" or whatever.<p>Orders pick up. Reviews go up. Deliveries for Chain Pizza start to drop a bit on a noticeable level. Every time the special phone line for "Room Service Pizza", aka "Tony's Tower Pizza", rang up they knew something had finally broke free for themselves.<p>... So, I guess my point is that this isn't the first time pizza and playing masquerade have come together for a business. Here, a hotel uses ads and "rebranding" to sell their own pizza vs Google using fake pizza to sell more ads. If pizza were a coin, these might be opposite sides of it.