Read the entry <== click there.
I thought the comments were interesting too. It will be intriguing to see how this concept plays out. I like the way they have taken the concept of allowing the customer to have more control (a definite cornerstone of today's consumer culture) but have done so in a very low tech way.
It's hard to think of anything more common than a sandwich, but you would have to admit that many church services and ministry television programs have become somewhat "common". How can we pull our "customers" into the experience of church or television/radio in more meaningful ways?
It's not just the sandwich.