Chef/owner of Momofuku David Chang had this to say in GQ about his target market for his NYC-awesome Asian restaurants (great pork belly):

“I want to cook for real people who want to eat,” he says. “When I worked at Cafe Boulud, I hated making food for East Siders. I hate their air of superiority. I hate investment bankers. I don’t want Momofuku Ko to come off as elitist or snobbish. I don’t want shithead bankers and their friends of dickhead traders who spend thousands.” One more thing: “My partner gets to kick me in the balls if he catches me wearing those reflective silvered sunglasses that asshole Europeans wear indoors. I can do the same to him.”