Wow!! From wikipedia:

"Decline of the Noid

On January 30, 1989, Kenneth Lamar Noid, a mentally ill customer who thought the ads were a personal attack on him, held two employees of an Atlanta Domino's restaurant hostage for over five hours. After forcing them to make him a pizza and making demands for $100,000, getaway transportation, and a copy of The Widow's Son, Noid surrendered to the police.[3] After the incident ended, Police Chief Reed Miller offered a memorable assessment to reporters: "He's paranoid."[4] Noid was charged with kidnapping, aggravated assault, extortion, and possession of a firearm during a crime. He was found not guilty by reason of insanity. Noid spent three months in a mental institution, and eventually committed suicide in 1995. This incident caused Domino's Pizza to discontinue advertising using the Noid as their mascot.[5]"