My point is specifically this:
My old guy, would goto
* The same barber
* Same Grocery store
* Have the Same locally made cigar
* Listen to the same news casters.
I was always the type of person who would experiment.
Age is fucking with me now.
And now, like my dad I look for "virtuous" people/business to trust.
I structure my life around virtuous behavior because I have kids.
In short, people my age give money(value) to virtue.
The above addresses,
> Virtue is not value.
> Value is not virtue.
No one feels happy for being called a master chef and be paid, when he works for a fast food chain. That's the gist of OP's feeling.
> I'm trying to save him some angst.
No, you are arguing for business without morality, like
the late night infomercials which, the entire 20-30 oriented startups are, in a way.
Things you never wanted, but you have an ab-cruncher in your house anyway.