"Growing up, my mom would overcook steak, and so I never really liked it. I didn't know I loved steak until I went to a work event at Del Frisco's--didn't really know how good steak could be. The problem in this scenario, is that it would be prohibitively expensive for a steakhouse to try and acquire me by giving me a free steak...and you have a market where customer acquisition costs are "steak" expensive, and we all grew up with similarly overcooked experiences."