I didn't understand the owners either. It seemed like they lost focus of the business and were only interested in the show. It was said that the Ollies never really worked for the stores, they were brought in for the show only. Can't prove that though. I've also heard their on-show persona was just that, an act. They apparently weren't so goofy in real life.
The girl that moved from Oklahoma to CA and then got Malibu-ized struck me as having sold her soul.
In a way, I'm glad the show is gone.