This post lead me to another idea.
PubLESSist: (antonym of publicist) A person serving to diminish the amount of press and hype that restaurants get, in order to preserve the quality and integrity of the food and brand. See also: The Tortoise and the Hare.
Many restaurants desperately need publicists to help generate knowledge and interest due to the overwhelming competition in LA. I propose that some restaurants actually need less publicity to help their long term success.
In this age of Daily Candy, US Weekly and infinite forms of media fluff, a minimum of 365 'newsworthy' events are required. News in this case is that "___ is the new black" or Paris Hilton wore a Marc Jacobs dress. Saturation is an understatement when it comes to this type of media, and Pinkberry fits in perfectly.
It's safe to say that the Pinkberry's balloon has burst. They expanded so quickly and extensively that all the excitement has been depleted and it's just "ho-hum, another Pinkberry." Almost everyone agrees that "it's fine, it's dessert, whatever." So that's the lasting impression- mediocrity due to overexposure.
Tai at Scoops sounds like he needs a PubLESSist. He knows the backlash that results from overhype; quality suffers, faithful customers get pushed to the end of long lines and mediocrity ultimately sets in.
Unfortunately good old freedom of speech will probably prohibit any hindering of hype, but it would be an interesting job to try...