FORTUNE -- Jonathan Kaplan, creator of the Flip video camera, is making the media rounds talking up his new venture: a chain of restaurants that serves nothing but grilled cheese sandwiches and soup.
Kaplan told Bloomberg Television last week that he is starting The Melt, with somewhere between $10 million and $20 million in venture financing, because he looked around and noticed that there were a lot of ethnic restaurants -- Mexican, Italian, Chinese -- but he was "surprised that nobody had done anything in the grilled cheese and soup space."
Ah, yes. Remember the grilled cheese sandwiches Mom used to make? The ones containing "experienced" gruyere cheese? That's what Kaplan ordered on stage earlier this month at the D9 Conference, where he unveiled his plans. More
|November jobs report: Unemployment falls to 7%|
|Five key numbers behind the jobs recovery|
|Where should you put your money now?|
|2 million Facebook, Gmail and Twitter passwords stolen in massive hack|
|Sick days: A luxury many hourly workers don't have|