Faceless, mechanized, dehumanizing profit maximization, or the personal, in-your-face viciousness of a petty tyrant lording over a fief. Tough choice.
Small business owners are tricky because maybe you open up a pizza place because you genuinely love the craft of making pizza and want to become an integral part of your neighborhood, or maybe you open up a pizza place because you want to see your name on a big sign.