Bad marketing strategy?

Being in the right location is a key ingredient in a business's success. To me, it looks like this fellow who's selling nationalistic souvenirs would do better on one of Belgrade's downtown streets rather than beside a corn field just next to a toll booth on the Belgrade-Novi Sad highway. On the other hand, if he's willing to sit there in the hot sun, I imagine he must have some sort of steady clientele! Note: took this photo a couple of weeks ago before the rain, which has somewhat dimnished, but it's coooold...!