Snackman, my guess is your guess is right. The 5Mplus might not be enormous, but these guys aren't going to spend money in this economy, $timulou$ dough or not, to buy something without significant value. This is the real deal.
re: the pizza connection, imho most of it has been w/ tongue in cheek, just like the reference to being located over a cold cut distributor. Big deal. It has worked so far, and as we now know some U.S. automaker thinks it works too.
Regards
Elan