I was surprised to see the way customers "play" with our restaurant's clickable online menu by creating crazy fantasy orders as they browse. Things like twenty-five orders of Spaghetti Meatballs with sausage, mushrooms, cheese, extra meatballs and extra sauce.
It must stem from the fact that adding, deleting and modifying food items is simple, so there's a low click-penalty for playing. It's kind of fun to build an order with 300 sandwiches or 1,000 stromboli... and then trash it.
Of course the final orders sent to the restaurant are much tamer than the play orders, but that's not the point.
The point is that the more our customers play, the more familiar they get with the items on our menu. And how could that ever be a bad thing? It's not. Familiarity is an important part of loyalty. I think it's great.