It's all kind of vague to me as well, but from what I understand a few months ago a group of designers met for a 2 week brainstorm session on something to in the community in Alabama. They came up with PieLab, and within those 2 weeks found a storefront, etc. Now they're selling pie in Alabama and integrating into the rural community. I'll see if I can round up any more definitive answers for you.