Agreed. And my restaurant analogy is even more convincing when you consider the number of times you have paid in advance for your meal. Oh, never?
Sit back and think of a shoe store in a mall. Opens with the mall, closes with the mall. Full staff on service. Customers? Total crap shoot.
Yeah. I think the analogies you make brings up another issue--what are the "rules", ei. what kind of a contract are you signing or service you are seeking. If you don't take out flight cancellation you're screwed if something comes up and you can't make the flight. The flight will still go--weather (and a million other things now) notwithstanding.
If the restaurant closes because of good weather fine, that's their decision. They may or may not lose future customers because they don't know if it will be open.
Dive charters--So have a contract. "We have to know a week before the dive day that you're going and you must pay--VISA, etc.--If WE cancel the trip for weather you will be fully refunded. If YOU cancel you will not be refunded --or--you will be refunded ___% of the fee". If all that's in writing it should work.
As some have pointed out, the dive charter business has it's own built in problems, so it's really hard to compare it exactly to other businesses. But each business should have appropriate "rules".
Your shoe store is a good example of yet a different situation. Is it their decision to stay open fully staffed because the Mall is open? Or, could they cut staff or just close up on a slow day and turn on the alarm or hire a security guard? Maybe they either can't, due to Mall "rules", or they choose not to because as you say, it's a crapshoot as to how many customers may show up.
We read a lot about how rough it is to try to make a go of it as a dive op (rough as a restaurant owner as well--you hear the 5 out of 6 start ups fail, etc.). We hear "You can make a million owning dive shop -- start off with two million". I have no idea how true all that is since I know nothing about running a dive op. But, it has to be "fair" to the customer. I have maybe only taken 20-30 boat dive trips in my 13 years and can think of only one time I was pissed off. The trip was on, then off, not sure, etc. Then he calls the NIGHT before saying it's on again. I said I had made other plans and couldn't go (which I hadn't, and really did want to go). It was the principal of the thing. You can't call the night before--well unless you clarify that you MIGHT call the night before and "Is that OK with you, Mr. Customer"?