LOL!
think the "Extreme" term is an extension of the name he used when he
was offering cooking classes at the restaurant here, in downtown DC.
The idea was that the guests could experience a restaurant kitchen to
prepare their own meals, but if there was a sudden influx of people,
the "extreme students" (or whatever you wanna call them) would have to
roll up their sleeves and help out. You know, "a day in the life of a
chef" or whatever. Anyway, the "brand extension" is just a guess on my
part...