They used those videos to become the NAME and grow this new sector overall... When you are the leader, you can be bold.
The KEY is getting more people involved in gaming. It would be worse for franchisees if there was no proven gaming market that they could tap. Snakes does not fear other cafes, cause if people look them up online, they will see massive amounts of great articles, reviews, etc... and i bet when people see the name "Snakes & Lattes" they get curious and Google it... You got it backwards, competitors fear Snakes opening near them.
The Table gaming market has never grown as fast as it is right now. The bigger it is, they better it is for the one with the most exposure/name