It's not necessarily unconscionable. This isn't a start up franchise requiring all the start up items. This is an addon to existing brick and mortar establishments.
Now, if the right client is adding this on... this could go anywhere: How many McDonald's or Burger Kings are there? Remember: BK just added Cinnabon to their menu- how many locations did that equal in the first roll out?
What if Subway picked it up? Even just regionally? Little Caesar's? Arby's?
What would scare me is if they picked up a huge contract.... could they fill that order?
OK, so let's be realistic... probably not a major chain right out of the gates. So far the template has been local pizza joints, but sheesh, how many of them are their in just one state?
Potential here is huge. The play is: Can they pull it off? And will they?