I can't see where he lost his integrity. If I'm going to judge integrity by what part of this country you choose to do business or how about where you choose to live, then no one on these boards could claim "integrity". We've all did business with "the enemy".
I'm sure any place he chooses to do business, especially in the east, everyone understands his positions. I see no reason for him to comment on certain subjects which the left will use to cause controversy. Plus, if he were strictly "profit" driven, he would hold a press conference at each store location, espousing his views, because look what happened when he was attacked for his opinion. I'd say they did pretty well.
This is not a "profit" vs "integrity" issue.