Ryan's garlic knot example actually proves something different than curated secrecy. That video went viral precisely because it was the complete recipe, not just an insider peek. When you give people the real thing to make at home, they develop a deeper appreciation for the skill involved and often become more frequent customers, not less. The loyalty comes from the shared experience and trust, not from holding back the sauce base. Has anyone seen a brand damage itself by being too open with a recipe?