Having lived in BH many years ago, I can tell you this is crap!. I will admit this is a great gag(publicity stunt).
A 2000 sq. ft. shop on North Rodeo rents for 40,000.00 per month. Rent in 1989 for this was 20,000 per month.
Do the math : )
well, the store has raised prices from 99 cents to 99.99 cents recently, so the rent shouldn’t be a problem. : )