I had actually never heard of this (surprisingly) until Saturday.. I was pretty shocked to be honest. Regardless, we saw the commercial on TV and my girlfriend mentioned that a number of the women at her work (predominantly Mexican from the Pilsen area of Chicago) are absolutely dying to see this. Clearly, they must have had quite a bit of very focused advertising for this before any sort of major roll-out was done.
Now I am sure some of this is factored into that tracking number, but I wouldn't be surprised if it does at least enough to adjust up 7-10 points from its current price.