"If we don't open up this restaurant, you're gonna make yourself look stupid on TV," worries Three 6 mafia member D.J. Paul on VH1's new cultural nadir Famous Food, the show in which celebrities ("celebrities") compete for an ownership stake in a restaurant. Oh, D.J. Paul. Thanks to everyone's violent outbursts, chronic ineptitude, and a pathological need for attention, the cast of Famous Food could open the second coming of El Bulli and still wind up looking pretty foolish. Food premieres July 10.