Joe has recently opened a bar and adjoining restaurant, specializing in seafood. It is named “The Finny Friends” after a restaurant that Joe he had visited in Toronto several years ago. In accordance with the law, Joe has a liquor license from the provincial liquor licensing authority that limits the seating capacity in the bar to 30. As Joe’s bar becomes increasing popular, he begins to regularly allow over 60 patrons in at one time. Eventually he is caught, and – having already received two warnings – his operation is closed down for 30 days. Joe is flabbergasted at the severity of the penalty. Soon thereafter, Joe is contacted by a lawyer for The Finny Friends restaurant in Toronto. The lawyer says that Joe has 48 hours to take down his restaurant awning and destroy anything else with the name The Finny Friends on it (including menus, invoices, place-mats, napkins, and even match covers) or he will bring an application for a court order to that effect. To make matters worse, a health inspector is on Joe’s doorstep saying that there have been several recent reports of food-poisoning originating from Joe’s restaurant. What has gone wrong in Joe’s business and why?