but motta insisted there was a jewel in all of that fat cartilage and gristle. >> if i was to use standard butchering procedures, this is what i would get. >> reporter: and it doesn't look pretty. >> it doesn't look pretty and when you... >> and motta's patented procedure which he has trained butchers to perform in as little as 25 seconds trims the bad from the good. >> i clean this area, and i remove this right here. and i am going to square it off here at this end. and get rid of this thing. take a look. see? this is the las vegas strip steak. >> reporter: how big of a deal is it when somebody comes up with a new cut of steak? >> i think it is a pretty huge deal, especially since, you know, the last time a steak was invented was probably like ten years ago. >> reporter: rick fresh is the executive chef here in chicago, he is talking about the flatiron steak, which coincidentally tony matta also discovered. so you are like christopher columbus in the steak world? >> no. >> reporter: you just discovered this incredible new thing? >> there is a diversity of eating experiences in the beef ca