Rocco Going Downhill?

I hear that Rocco DiSpirito is at Publix (the local supermarket chain) signing autographs for his new book. Hmmm, is it just me or does it seem that going from being a famous chef in NYC to signing books in a supermarket in Miami means he is going downhill just a little?! He should have stuck with my man Jeffrey Chodorow -- Social Miami is PACKED every night!