I wonder this myself and had a dream to do this for many years now I feel that its overdone now and that most places will ruin this. Also as you said what are people real idea of pizza? Not many Americans can appreciate real wood fire pizza.
I do not think that is in any way accurate. Think back to the early 80's. Beer in America was Bud, Coors, Miller - that was simply what beer was. Then BOOM! A gigantic micro brew revolution happened that has continued to grow year after year. Now that people have tasted a Sierra Nevada or a Fordam IPA Bud is a thing of the past for that HUGE number of people. Craft brewing supports 100,000 jobs in the U.S. alone and is a $7.6 BILLION (yes the one with a B) dollar industry that increases EVERY year consistantly.
That is just beer! FAR more people have access to and eat pizza than drink beer. WFO pizza is JUST getting started. It iwll begin to make a dent. Soon, for may pizza will no longer be Dominos, Papas, Shakeys or any of the junk pizzas. Most people I know have yet to learn about WFO pizza. There is a HUGE untapped potential.