Would you go to BOB's gas station and pay 20% more because it was the "little guy" and then to Joe's hardware to buy the same lawnmower that Home Depot has 20% cheaper?
Then on the way home stop off at Judy's car lot and pay 20% more for your Silverado because Judy's is the small mom and pop shop instead of the Auto mall.
Then when you finally get home and sat on the couch that you bought at billy bob's furniture store and paid 20% more than you would have at Value City pick up the paper and look for a job that will pay you 30% more (net 20) so you can continue to visit "the little guy"