Also, unlike the candy bar example, he didn't really cost BG, or steal, $3100. In fact, BG lost little, if any revenue (how many of those who received the tags would have paid for the upgrade; probably not many). In fact, a case could be argued that, in the long run, BG will financially benefit from his actions. Some of those who received the tags may decide that, having experienced the preferred parking, they will pay for future upgrades, thus increasing future sales. Also, he did generate some good will among those who got the freebies, and that, too, could result in increased future revenue.