The way they talk about this shit, you would think it's a religion rather than just ice cream. I think that tone is required in order to think that the owner ha

The way they talk about this shit, you would think it's a religion rather than just ice cream. I think that tone is required in order to think that the owner has some sort of duty to expand in order to "make ice cream and help the community around him." Even weirder to create a story around some sort of selfless ice-cream evangelical, and explain in the beginning how he had no particular interest in ice cream, and was just unemployed and wealthy, looking for a arbitrary business to start that might be successful in the area. His idea of total success would have been the brand just becoming another big franchise and/or label on store freezer shelves. Instead of doing it himself, he sold a big piece to someone who they would do it, but failed because he was all mouth. I'm not buying it as a tragedy. edit: note, I'm talking about Steinberg, because the person who started the shop disappears pretty quickly in the narrative.