Reeling in listeners with breakfast pizza

I've never seen much of a point in morning radio announcers having restaurant representatives plug their (usually non-breakfast) foods on the air.  Often, they'll bring in free samples, and the DJs will wolf down such non-8 a.m. foods as burgers, steaks, and pizza.  DJs or their restaurant guests will often ask, "Doesn't that look delicious?"  I think a former co-worker had it right; he said he feels like responding, "No, it looks like a radio!"