All I hear is a lot of people with admittedly zero experience claiming that the person with only idea about running a business and pricing the product is the person who owns it. It's patently untrue, just ask the multi-billion dollar consulting industry. Being an excellent chef does not mean you can run a business - just watch Ramsey's Kitchen nightmares. I guess I'm just frustrated by the title, implying that he is some sort of hero. As we have discussed here he is either financially screwing himself or making a solid business decision based on the food-cart culture. Either way he's just being a rational capitalist like the rest of us.

I think you have a valid point about the food truck product/price mix though. Unless he is a super-popular and mobile intercity operation than this is a perfect case in-point to why there aren't many Michelin star food truck owners - they move to a channel where they can charge what their food is actually worth.