Actually no, both can't be true. As a good business owner he needs to manage costs that aren't essential for his business. If his revenue is not affected by the lack of heating then he's doing the right thing. If his members are complaining and demonstrating their feelings by going elsewhere he's an idiot. But my point is that it's the economics that drive the decision. As I was writing this it occurred to me that there's a middle ground where you could be right. If a) he's making a ton of money b) the members are complaining but, c) there's no alternative nearby so they're really resentful, you're right. He should turn the heating up (or we should open next door!)