This may not be a bad thing actually. Prices in Birmingham are not the highest by any stretch of the imagination. There's a lot of poverty stricken areas as well as the rich. Plus there's a lot of competition. This may be a loss leader in order to get repeat custom. Groupon, KGB and others can be good business if they are thought out carefully. I don't know who he is, but if this guy has done his math, it may work out handsomely for him.