At first blush, sounds like these folks are generally liberal as a result of their upbringing and higher education, and then they run into a spot in entrepreneu

At first blush, sounds like these folks are generally liberal as a result of their upbringing and higher education, and then they run into a spot in entrepreneurship where liberal ideology restricts business growth (ideologically to the benefit of the consumer). Reconciling high ideals with how they might restrict your business is always a struggle. Some may use those ideals to their advantage, some may embrace the cognitive dissonance, some may turn on their ideals altogether.