I wonder if it has to do with recruitment/indoctrination into these cults, which I suspect occurs frequently in college, at the age where this kind of thing would be attractive to people? And as with rumors about Freemasonry, the lower levels may not have any idea of what is occurring at the upper level.

I'm so sick of the word 'hipster.'

Yeah that's it def never, ever, ever a hipsterish pizza establishment again. And I'm def questionable of a lot of the chains.