I know this is a big broad statement and I'm not going to bother
backing it up here(though if you're curious Jonah Lehrer's Imagine
or David Eagleman's Incognito are both great places to start).
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As part of PepsiCo's sponsorship of The NewsHour with Jim Lehrer(and its former moniker,
The MacNeil/Lehrer NewsHour), Pizza Hut was included in the acknowledgment alongside Taco Bell and KFC, which PepsiCo owned at the time.