To draw the attention of pizza lovers worldwide (not to mention the media, which literally eats this stuff up), something of an over-the-top pizza arms race has gained momentum in recent years. Last year, for example, Pizza Hut introduced bizarrely indulgent menu items such as the hot dog-stuffed crust pizza and the sausage-cheese-ringed “Double Sensation,” as well as a dough-scented signature perfume. More recently, Pizza Hut’s advances include accepting customer order via Xbox and the Crazy Cheesy Crust Pizza, a mad scientist-like creation produced in a secret lab in Texas by the company’s executive chef, Wiley Bates III. Look for more screwy pizza innovations—and certainly, plenty more cheese—down the line.