If in 1989 I said, 'I have an idea: Bottle water and sell it. And charge more than a beer,' they would have chased me around with a giant butterfly net. The same with paying to watch a television station.
I don't think I've ever seen pie advertised. That's how you know it's good. They advertise ice cream and other desserts. They advertise the bejeeezus out of yogurt, but I haven't seen one pie commercial.
It should be like a salmon taking to open water. I've done so much morning radio that I won't be overwhelmed by it, but it's still going to be a challenge.