i'm a big paul newman fan (as a human, actor & his salad dressing is damn good). i really doubt they're trying to capitalize on his death so i'm leaning towards it being part of the plan all along. either way, ALL profits go to charity. i've never seen the food at petsmart either, i know they do sell the treats though. the only place i've seen the food before is petfood express. and there it's to the left of natural balance and castor & pollux organics food.
and i agree, it's not the greatest dog food (i wouldn't feed it to oz...sorry mr. newman) but like you said it's significantly better than the beneful it's next to at the supermarket (and the alpo and purina too!)

and i agree, it's not the greatest dog food (i wouldn't feed it to oz...sorry mr. newman) but like you said it's significantly better than the beneful it's next to at the supermarket (and the alpo and purina too!)