My take is most people just don't want to stand out. That is why most simply choose to work at a job.
When you want to stand out a little, you might start your own business but it probably won't be that successful.
So then what happens is the majority of businesses are trying to fit into the predefined roles and categories they see others are in.
Then ultimately no one stands out.
Once in a while you will get a wildman out there who just goes for it and does something different but more often than not people are afraid to stand out and be different.
To me this is different. I can't say how the general public will handle this and that's why it just might work. Remember without risk, there is no reward.
It kind makes me think of how Wendy's had created the 'where's the beef' ad campaign and it really took them from behind a plain jane fast food restaurant to the a whole new level. It got people talking and got people thinking. There was huge buzz about it. There were t-shirts made of the old lady saying 'where's the beef?'
I say go for it but keep in mind I like craziness and zaniness.
Keep me posted.