The NYTimes article clearly states that this was motivated by concerns about inequality rather than shifting what kind of people are hiring. If you have a source that contradicts this, it would be great to see it.

"His idea bubbled into reality on Monday afternoon, when Mr. Price surprised his 120-person staff by announcing that he planned over the next three years to raise the salary of even the lowest-paid clerk, customer service representative and salesman to a minimum of $70,000."

"“They were walking me through the math of making 40 grand a year,” he said, then describing a surprise rent increase or nagging credit card debt.

“I hear that every single week,” he added. “That just eats at me inside.”

Mr. Price said he wanted to do something to address the issue of inequality, although his proposal “made me really nervous” because he wanted to do it without raising prices for his customers or cutting back on service."

Source: http://www.nytimes.com/2015/04/14/business/owner-of-gravity-...