Shortly after joining the forum, back in 2004, I thought that it would be fun and interesting to try to reverse engineer and clone a DiFara pizza. I remember being worried at the time that I would get the forum into trouble if I discussed what I thought Dom DeMarco was doing. After all, no one on the forum had previously attempted to reverse engineer and clone a pizza of such a well known and respected pizza maker such as Dom. Another member, who was intimately familiar with the DiFara pizza, even went so far as to tell me details via PM since he, too, was apparently afraid of what might happen if he revealed what he knew about the DiFara pizza. As I later learned, there was not much that was not known publicly about Dom's pizzas. But it wasn't until I got to meet and speak with Dom that I got a better feel for what he was doing. And, in that vein, the biggest revelation that came out of that meeting was that Dom and his family made the dough several times a day, with the dough being usable after about 2-3 hours of fermentation. I even remember Dom showing me the lower part of his oven where he kept the dough balls warm. It wasn't that Dom did not know what he was doing. I remember discussing the merits of long fermentations. He knew that but apparently had concluded that so long as his customers were satisfied, there was no need to change things.
I have never been hard on Domenic even as I knew that what he was doing might have been viewed as a deception by those who really know about pizza. To his credit, he used some of the finest flours, tomatoes, cheeses and toppings available. I likened what he did to putting lipstick on a pig. But, as a capitalist at heart, it never bothered me that Dom capitalized on the appeal of his pizza to those who visited his shop. My view is that if people are happy with his pizzas at the prices he charges, so be it. And, on that score, I don't think that Dom has said or done anything, by way of advertising or otherwise, to promote his pizzas. His customers and writers and reviewers and poll takers and list makers did all of that for him without his having to lift a finger. We should all be so lucky.