Totally.

I'm familiar with the fascination (at least in Tokyo) with pop-up stores or new tiny places that sell just one niche thing (let's say "boutique popcorn", or a certain new type of doughnut) and are heavily marketed through SNS (social networks). But those places are quite ephemeral and are sustained by huge queues of people trying to buy "the new thing", and die in some weeks.

But with the Ginza location, even not being in the main street, no way they're covering the costs unless they're selling them for tens of thousands of yens each.

Also it's not like a new thing, they have Google reviews since at least 10 years ago. Unless they own the building or it's a marketing thing, I don't understand the business.