This article reminds me of the restaurant business my family is running. Its been 3 years now, but the business is not going anywhere. My dad love the restaurant very much and wouldn't let it go. When I asked him why, he told me that he enjoys watching and interacting with customers and friends old and new, even though not many came to dine there. So, i think if he thinks that it is worthy as it makes them happy, then it is worthy.
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If the business is not making losses, and all expenses are being for, I think it's ok. Since he enjoys running it.
Maybe you can help him with the marketing bit. :)
Thank you. I should do that.