Your small fast-food company has just passed the 25-outlet mark, growing extraordinarily fast! All 25 stores are located in the southwest region of the United States and your name – Pioneer Kitchen – says a lot about its commitment to the region. However, you’d really like to expand east, all the way across the country. Keeping game theory in mind, you decide to mention in your celebratory press release that you have considered a name change to Creative Kitchen and rejected the idea. Why did you make that statement?