I read this as, "As an owner of a restaurant, I expect an x% profit margin.  My friends down the street, however, seem to be happy with less.  This means that I now only get an x-y% profit margin, and that means I have to trade in my 767 for a Gulfstream V.  Clearly those damn consumers don't know what's good for them, and this is going to ruin the economy again.  I say this as a completely unbiased neutral party who is deeply concerned with society in general, and certainly not because I want to keep my artificially high profit margin and the luxuries it affords me."