That's one business model and it surely can be made to work. From what I've seen he's done it with a lot of hard work marketing to professionals and people who do have some sense, which is a relatively small market. I also think he's also been extremely smart in keeping it a very low overhead, appointment only operation. It's a damn good business model IMO. I'm not entirely certain you could make the same model work with a standard 8-5 retail operation with all the inherent overhead though.
That's the case in just about everything from guns to cars to tvs. There's a lot of people that just want what they want, a lot that want something at a certain price point and some are too stupid to know any better. If you want to make money, the best thing you can do at a business if offer a wide variety of products at a variety of price points in order to cater to the most customers. I would counsel customers all day not to buy a DPMS or a Hi-point but in the end if that's what they want, I see no point in sending that $ down the road to a competitor just because I don't like the product and refuse to carry it. If they're dead set on those things, that's what they're going to buy, so they may as well buy it from me...

