Your criticism is definitely fair, but with retail investors there is a lot more value created by signaling your intent and direction.

Pizza Hut would never ever consider talking about drone delivery, or real time order tracking. Dominos is embracing those technologies, meaning they’re open and quick to adopt change. That makes the company much more resilient (reduction in risk) and able to capitalize (larger upside). That is value.

It’s comparable to Tesla’s stock price. Yeah the product is good etc, but Elon talks about going to Mars. Part of dominos growth is because they talk about “going to Mars”.

To be clear, there is actual value or potential value in this, it’s not just posturing.