You know what, all I can say is that I appreciate the shop owner's honesty. If you're sharp enough to spot that this is a "discount store" and not a discount store, then you're okay. But if you miss it, well, he'll take your money. At least you had a chance, it's not an outright con.
Those unnecessary quotes, they're a killer.
For more cases of unnecessary quotation marks, check out: The “Blog” of “Unnecessary” Quotation Marks (thanks Ge!)