Takeru Kobayashi reacts after eating 69 Nathan's hot dogs in ten minutes, which would have been a world record, during an unofficial contest Monday July 4, 2011 in New York. Kobayashi, who did his eating alone as a live ESPN broadcast of the Nathan's Coney Island Hot Dog competition was showing beside him on an outdoor plasma screen, was ineligible to compete in the Coney Island contest because he won't sign an exclusive contract with Major League Eating. (AP Photo/Tina Fineberg) Tina Fineberg