New Wave is wise to protect its own interests - I respect the no coffee clause - but they can't act put upon when they were in an ideal position to play hardball and clearly did.
Zoning, health codes, landlord stability, real estate prices and foot traffic are all vital issues unto themselves and impact a the ability to finance a business. Location by itself can decide if a loan is approved or not.
Those scorning Vincent for agreeing to a bum deal are ignoring the other factors, especially in this economy and with Chicago's often hostile attitude towards small business.
Looking around the Square, the range of options is decidely more limited than some claim. Several storefronts have been empty for years due to issues limiting appeal for any business, let alone food.
New Wave is in an ideal location in a stable income area, and it can't take credit for making it this way.
Vincent's sacrifice was entirely voluntary and while he may have decided it was worth it, but the crossiant issue seems like a take or leave it tactic. New Wave put a draconian restriction on one item which is not key to there profits but central to a French bakery item. If people think that was a jerk move and go elsewhere, that's part of doing business as well.