(You were not not only not going to pay for your cheesesteak sandwich at Geno's in Pesos, you were going to order it in English as well. There won't be any remnants of the Tower of Babel in Heaven, either, before long.) "South Philly legend Joey Vento, who opened Geno’s Steaks at 9th and Passyunk in 1966, died today of a massive heart attack. Vento was 71. “We’re a little tragic here right now,” Vento’s nephew Joseph Perno, manager at Geno’s, said tonight. “We’re doing fine. So far, so good.” Vento was a controversial figure, perhaps known best for signs at his steak shop requiring customers to order in English that prompted a lawsuit in 2006. Geno’s Steaks also had a longstanding feud with Pat’s King of Steaks, which claims to have invented the cheesesteak in 1933. Perno, 50, said Vento had come to work this morning. When Perno came in for his night shift, he found out that Vento had suffered a fatal heart attack. “He was here every morning,” Perno said. “He was here this morning. He was dedicated to his business and his family.”" Michelle Malkin » Joey Vento, R.I.P.