The dive shop owner is doing and saying what he should be doing and saying, tune the equipment per manufacturer's specs, or within the range specified by the mfg., nothing more and nothing less. I have played around with my regs. where I tuned them to the edge of free flowing and they would appear to be stable on the surface but they will eventually leak air during the dive at different degrees and waste air and, indeed, increase my apparent air consumption rate underwater (I know what my typical SAC/RMV values are and compare them with values for when I am using a regulator tuned to the edge beyond mfg's specs and I know that it was "bubbling" or leaking air during the dive). In short, stick with the manufacturer's specs, go by the book, live by the book, the book is GOOD!
In regards to the point mentioned by the OP concerning the dive shop owner telling him that he would swallow air and increase his air consumption, I just find it amusing that some folks here took the OP's word at face value and started to tell him to find another dive shop and all of the words that went with that. I don't believe what the OP said concerning this point and I am more inclined to believe that the dive shop owner told him that he would be wasting air thru regulator leaking air and thus influencing his air consumption rate to increase which is very true and is probable should the regulator be tuned to the edge beyond mfg's specs. The dive shop owner was telling the truth, that is all what he told the OP.