Edit: It will never cease to make me laugh that I get more genuinely serious discussion comments on my meme posts in /c/Memes than anywhere else. I'm not hating, I love it.
Edit 2: Chicago-Style deep dish pizza isn't pizza go fuck yourself
That is the point of the meme.
It's a reference to the third-pound burger, and how consumers thought 1/3 was less than 1/4.