I'm sure Mr. Bruce, shown here with his Guinness Book of World Records Award for the world's most expensive desert, is a very nice man. But don't you think that trying to promote a restaurant with this type of stunt is a just a little bit cheesy? Is a 25,000 dollar desert that is made out of rare chocolate, gold leaf and diamonds something to be proud of?
I totally get why people like Mr. Bruce do this kind of thing. Creating the world's most expensive desert, pizza or hamburger is cheap compared to creating an ad campaign and once the press picks up on it, you get wide and rapid distribution of your brand -for free.
In other words, the same principle that drove Britney Spears to cruise around LA with her pudenda smiling at the paparazzi is used by restaurateurs to sell food.