Killer instinct

So i just read a news story about some guy who is selling old books from internet. In short, the guy is 45 years old and recently ha have sold some book, which on the web page was described as "in good condition". When he went to post office he realized that the book has some scratches and some marks..what ever.. Instead of selling the book for 6.95$ he sold it for 4.95$
He also told buyer that he was mistaken about the book`s condition and he apologizes and he sends buyer the check for 2.00$
I know you re probably thinking what a hell? Ants probably lead a more interesting life. The morale of the story is that you should be honest with your customers, you should not make them angry. The man admits that he doesnt make much money and the newspaper writer adds that this man doesnt have "a business killer instinct." What do you think?? Does that guy need to grow some balls and be more bold in this jungle world of our? Or he should simply follow the business ethic that he is following now? From one point of view it`s very strange. A 45 year old man sells some used books from his garage. It`s like his whole life he was buying and reading books and also storing them in his garage. And now the day has come,, the garage and all the books in it will feed the man!!!
Everything is set: amazon account, paypal account, small digital camera and some slow computer with a twenty year old keyboard. Even his computer starts feeling alive, the expectations of a brighter future for all are so close to reality. But there is a catch. The man is toooo nice, he wants to treat people justly,he wants a peace of mind.He respects his customers, he knows that nothing can buy a good sleep at night!! However, there is a paradox. He does not make enough money to live, his wife working as a teacher pays for the bills. Should he be more aggressive, should he be less honest, should he aim to make more dough instead of reaching for a peace of mind?? I remember how one famous director once said that when it comes to finding producers for the fil, and when it comes to find funding, it is necessary to lie. You can`t tell your potential sponsors that you are a making an artistic film that will be appreciated due to it`s depth and unique process of creation..something like that...No, you should tell them what they want to hear, you should convince them that the film will make lots of money and it will be another classic, it will be a super duper best seller.. you should not mention to them that you are planning to film your