He spent so much time and effort creating and running the store and fighting this. I mean, paying $20/hour for people to shop Trader Joes to get him goods at re

He spent so much time and effort creating and running the store and fighting this. I mean, paying $20/hour for people to shop Trader Joes to get him goods at retail? That's so incredibly inefficient. Why didn't he just create his own store with his own brand and mimic the Trader Joes products and aesthetic? He could buy goods in bulk at much lower prices. He doesn't have to worry (much) about legal issues or spend money on them. Clearly demand was so high he could still get away with charging very high prices.