I watched the pilot of this show on 2nd Avenue (or was it ETC?). This is one reality show I simply didn't get. Unless the customers in his restaurant were in on the joke, they really have no sense of self-worth. I don't care how good a chef you are - if I'm a paying customer, you cannot speak to me that way. You're a glorified kusinero and I'm giving you business, you prissy little dick.
And what sort of loser wannabe-chef would allow himself/herself to be insulted like that? No job would be worth it! Those are clearly people with unbelievably low self esteem. I suppose that was a prime consideration when they did the casting.
But hell, the show's on its third season. I guess that's its appeal.