I am wondering how many people are like me and see this as analogous to the the codesketch marketing model where you give something away for free in order to

I am wondering how many people are like me and see this as analogous to the the codesketch marketing model where you give something away for free in order to generate increased exposure, pr, etc? (http://news.ycombinator.com/item?id=1359313 http://news.ycombinator.com/item?id=1359313 - btw I think it is a brilliant idea) If panera was experimenting in a vertical they were not firmly entrenched, I maybe would have a different opinion, but why would Panera really be interested in building a national competitor to their branded stores?