Why? it's just pizza
Pizza drivers are often the victims of crime. Not only for the small amounts of cash that they carry, but sometimes just for the pizzas.
edit: I should say that my comment here was a kneejerk reaction to "it's just pizza", and has nothing to do with how eatabit.com deals with this kind of harassment. i agree with other commenters that blog posts like these are a great way to promote the company.
We're not (all) in the "think-of-things-to-do-with-stolen-information" business like so many others are; but many of us are we're in the "encrypt-all-the-things-so-that-information-isn't-stolen" business.