By "a lot" I meant the haredim. They're a small minority overall in the country; they are still many people. I checked the list of locations while researching my own, very brief post on the matter, and the first time I encountered the store was actually in Be'er Sheva, not in Tel Aviv. :) But yes, you're right, it's misleading and demagogical to make it into a T.A. vs. periphery issue. I do think that the people to whom Gaydamak is appealing with this stunt are more likely to live in Jerusalem and in the periphery than in Tel Aviv. Just as it is no accident that he bought Beitar and not Maccabi Haifa.