Why do some business owners still invest in their business despite it losing profit for yeasr?

My neighbor owns a video game store. It's been open for 15 years. I always envied him because of how cool I thought it would be. When I saw him the other day I asked "how's business". He said "its been terrible. I lose $2000 per month. It's been like this for hte past 2 years". I was shocked because if its doing that horribly why keep it open?

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