"Secret ingredients" on Triple D

I confess that "secret ingredients" on this show get me slightly irked. The point of the show is essentially that the restauranteurs/chefs get exposure for their place in exchange for showing the audience how certain dishes are made. That's pretty much it. There's no judging, no competition, no elimination rounds. They just have to cook for Guy (and by extension, the audience).

When they add a "secret" ingredient, "house seasoning," or something of that sort to the dish, they are cheating the audience just a bit: they're getting what amounts to free advertising on the Food Network without the complete quid pro quo of showing how certain dishes of theirs are made.