To put it in clearer terms, this is like selling a "Chicago-style pizza" but putting cheddar cheese instead of mozzarella. This new version can be successful, but it's still not the original Chicago-style pizza.
You can always tell when someone's never eaten it when they describe it as a casserole or lasagne. There's no way you could eat it and describe it that way.
Also, a minority of "Chicago style" pizza is deep dish.
[EDIT:] It's amusing that Chicago people are doing this same "we are so misunderstood by the people who pay attention to our marketing" thing seen elsewhere ITT from Europeans. Is it possible for an American city to succeed in this maneuver, or is it a Europe-only thing?
All Chicago-style pizzas, fat or thin, are strictly inferior to St Louis-style pizza.
