It was still a dumb move. The fill passes would likely have been spread out over the next year or two, and I'd be surprised if more than half of the fills ever got used. Also, since the shop presumably has a compressor, the only actual costs involved would be energy, maintenance and employee time, and if the employees are worth anything, he would have been way ahead of the game just in profits made from selling other stuff. At the end of the day, I'd be surprised if the passes he tossed had an actual cost (to him) of more than a few thousand dollars, or about the same as a small package of useless radio spots or a short Google adwords campaign.
Although I've slowed way down over the past few years, when I was new, I don't think I ever walked out of the diver shop without at least $50 worth of "stuff", and often much more.
if he was smart, he would have traded out all the old passes at 2:1 (handed double whatever they had in free air fills). Air fills are the one thing that you just can't get online, and getting divers into the store is worth every penny they cost him. a good business person would pay way more than the cost of the fills to get a customer through the doors a dozen times.
My previous prediction stands: "He'll be out of business within a year."
There are a few businesses where you can get away with treating your customers like dirt, but SCUBA isn't one of them.
flots.