It's a store, a for-profit business. It is up to you to decide who gets your dollars, who has the 'gunfactor', which is a Dutch word that has no translation in English.
Could you maybe give it a try in English? I'm very interested! The Dutch words in the Ender's Game trilogy, used for classifying foreigners/aliens into how possible/likely it is to peacefully coexist were actually very important for my world view. I think they were something like 'raman' or 'ramen' and 'varelse' as well as another that I don't remember at all, need to reread those...
Gunnen (guttural g) is when you feel someone deserves something nice. It might not be the best choice, but you choose to spend your money at store x, which is further away and more expensive, but they are also nice guys. Or normally you support team ever victorious but team eternal underdog is having a great year, and you gun them the prize because it is right for them to win.
It is not the same as thinking they deserve it, that's too... active.
It is sort of the opposite of begrudge, but grudgingly is totally different in meaning.
Ramen, Varelse, Utlanning, Framling is what you were thinking of btw. Speaker for the Dead, great great novel.
Edited by Dagonet