While this was arguably a legally heavy-handed act on Trader Joe's part, it also seems like Mr. Hallatt became increasingly bold and antagonistic as his revenue

While this was arguably a legally heavy-handed act on Trader Joe's part, it also seems like Mr. Hallatt became increasingly bold and antagonistic as his revenue increased. I mean, he did change his store name to Pirate Joe’s (from the far more ambiguous Transilvania Trading) and his actions seem to betray less charitable motivations than his words would lead you to believe ("This is not a business I should be doing from a personal profitability standpoint” - https://www.theguardian.com/world/2014/nov/21/pirate-joes-trader-joes-smuggled-canadian-border-vancouver-store. https://www.theguardian.com/world/2014/nov/21/pirate-joes-tr...) That said, seems like Trader Joe's missed an opportunity for a win-win partnership with someone who had already developed rudimentary logistics to meet a demonstrated demand. But then it doesn't surprise me based on my 30+ years shopping at Trader Joe's: I would never describe them as innovative, instead I'd say they are very focused on what they've been doing well for decades.