I believe that's the one I read about in Forbe's a couple of issues ago, where the company owner, a "devout Baptist", refused to let his restaurants open on Sundays.
Forbe's mentioned how much revenue he was losing by doing that, it was in the many millions.
Many things are more important than money.
As a private owner he can follow his beliefs in ways that would bring up lawsuits for lost revenue if there were stockholders.