Where's the Box for "Everything but your commercials. And chicken."?

Over the weekend during a basketball game I was watching I saw a Domino's pizza commercial where they were advertising about their special new chicken recipe.  It makes sense.  You're already selling a product that has nothing to do with chickens, why not throw them in there too?  I know I can't have a good pepperoni pie without thinking about chicken.
On this commercial they advertise that they want to "get it right", so much so that they send the chicken in a box with three boxes on it to check off.

The commercial ends with the pizza man (chicken man?) acting all worried about these new boxes. 

....what?

I'm really confused as to what is expected of us.  Are we supposed to return our used boxes to our local Domino's with a box checked off?  Or is it implied that Domino's is going to dig through trash at the garbage dump looking for which box was checked on their chicken boxes?  Maybe the CEO is a little confused and thinks the boxes are somehow connected to the internet?  Either way, their stunt was dumb enough to get me talking about it, so enjoy your free publicity; if my reader orders some Domino's chicken tonight, mission accomplished.  However, they probably will do so without any respect for your marketing, and what, Domino's, is more priceless?  The $5.55 that your chicken costs with a 2 topping Medium pizza also at the low price of $5.55, or having people not have the impression that we, the customer are idiots?  Wait, don't answer that.

I'm also a little confused about the options on the box.  I know if I cooked dinner with someone and invited some guests over, fed them the dinner and then asked "Did we get it right?" if they replied with "Oh yes we did."  I'd be very perplexed as to their use of the word "we", since they had nothing to do with the cooking of the dinner.  I guess Domino's is trying to be hip?  Word.