I don't understand why, just because the road he trades from is home for some traders who charge inflated prices and assume that this is a sign of quality.
The West End does not look like this, nor does it look like Mill Street.
Below are some photographs of part of Oakham High Street and Mill Strret.
His mates from the old Rutland forum would often mock Melton Mowbray even though you won't find sights like this there.
The Old Cookshop High Street
The old Art Shop Oakham
Calico in stylish Mill Street Oakham window still boarded since it was fire bombed last year.