They’re almost certainly not expecting for the store itself to be profitable. Rather, the store is a billboard for the company (the same is actually very much t

They’re almost certainly not expecting for the store itself to be profitable. Rather, the store is a billboard for the company (the same is actually very much true for Apple Stores; except those are probably crazily profitable in addition). In a way, the store’s main purpose is to take the product out of the niche. Let’s hope it works.