Well if everyone (or most) felt the same way, then McDonald's, Starbucks, and Borders would be driven out of business.

starbuck and mcdonalds can afford to make huge losses for a long time in one area in by dropping their prices rediculously low for an extended period. the local shops cant compete with that and are forced to close and the chain stores rocket their prices up.
Consumers vote with their wallet most of the time