In Catania, the decision of pizza chef Lele Scandurra, owner of the pizzeria L'Evoluzione, has renewed discussions in Italy over the boundaries between traditional restaurant service and digital promotion. After a well-known content creator with 400,000 followers left the restaurant without paying a €60 bill, assuming he'd get a free dinner in exchange for social media visibility, the restaurateur decided not to file a complaint, instead posting a provocative sign calling for the dignity of the restaurant industry. The episode highlights growing frustration among Italian business owners towards those who confuse ordinary customers with advertising collaborations. Alessandro Klun, a restaurant law expert, clarified that the number of Instagram followers does not entitle anyone to discounts or free dinners in the absence of a prior marketing contract or formal agreement. In Italy, the culture of cuisine and hospitality is founded on respect for craftsmanship: without a prior business agreement, the dining experience remains a classic consumer contract with just three valid rules: ordering, eating, and paying.