In addition to not doing their research, this is a great example of how destructive the west coast "fake it 'til you make it" attitude can be. Not only are they missing out on numerous opportunities by not being more honest with their neighbors (local farmers giving advice, neighbors patronizing them more if they know they aren't doing well and really do need their business, someone who knows a guy who runs a restaurant getting them a supplier deal, etc), I'm sure the stress and senseless alienation they suffer from "living a lie" isn't healthy either.