And in the example case of the scuba shop, the author seems like he's complaining because the scuba shop operator didn't want to eat what he was being fed.
The article does make a good point though, in that in order to maintain a super high level of customer service you need to convince yourself that every potential customer counts.
I didn't invent the metaphor -- it's a hollywood thing -- but I like it.
Hunger implies starvation: you must do something in order to survive.
And it also covers what happens when you finally eat (grow a business) -- you stop being so hungry.
I think the really, really successful entrepreneurs are those who are as hungry with a billion dollars as they were with a buck-and-a-half. i.e., they never lose that hunger.
You don't lose your hunger, you satiate it, fix it, cure it.