It is all marketing. I mean heck, it is now a topic on a large online forum.
Home many people will drop their pizza, and then drive all the way back to the store, re-order it, wait for it, then bring it home?
I can't think of a time I ever dropped a pizza box, and even if I did, so long as it stayed closed, I don't care what it looks like, I would still eat it.
Heck, I want some pizza now, so the marketing is working.