The proprietors of the “Worst Food in Oregon” restaurant say that what they serve in the “worst food you ever ate, and the service is even worse.” Actually, the restaurant is unusually clean and the food is very good. Diners are served generous portions, and the prices are very reasonable. The name is just a gimmick. It was the idea of the owner who, when tempted to call his food “the best,” figured he might get more attention by calling it “the worst.”
Well, his strategy worked. Customers who come the first time out of curiosity soon come back for more. They like the food so much that they even ask what the chef recommends. With a twinkle in his eye he tells them to “take their money and spend it at another restaurant down the road.” Self-denial can be merely a cover for self-promotion.