You're not really ordering pizza through the console, I don't understand why this is so hard to... understand.
You're just using the webbrowser to access the Papa Johns website, and use the website to set up an order. You can do that at Dominos.com as well. It really has nothing to do with the PS3 other than the fact that the PS3 has a webbrowser. But so does your computer and iPhone.
It's not like there's some downloadable application specifically designed for the PS3 which creates PS3 specific orders that are sent to your local Papa Johns for a delivery.
In other words, it's nothing new, other than not-so-clever marketing.








