Verlander and Taco Bell: Marketing at its Best!

I wonder how much Taco Bell payed Justin Verlander to publicly announce the he ate their crap before every start in last year's Cy Young winning season?
http://sports.yahoo.com/blogs/mlb-big-league-stew/justin-verlander-reveals-secret-success-conan-taco-bell-155538696.html
Anyone who actually eats Taco Bell 30 plus times a summer would; best case scenario look like me, and worst case scenario be dead. 
Oh well...Product differentiation through advertising remains important in the non-neoclassical world of fast food.