I do feel that it was sketchy to ignore the rules the way these teams did. However, the restaurants do not have a contract with their customers. If they want to have a contract with their customers, they can, but calling their expectations of what customers will do a "contract" dilutes the term.
Actually, 'Social Contract' is a term on its own, that is many things to many people, but in general, it is the idea that societies have unspoken rules in order to maintain order. I do not think he is diluting the term, as it (or at least the concept) has been around for quite some time.
