He specifies economics as the justification. I'd like to see how this decision was made and whether it included good will, brand awareness etc or was just the simple costing of the shop. In fact I'd be quite interested to learn more about the research/science behind his decisions....if there is any.
"Didn't want to honour it" could mean anything. His refusal to deal with player contracts is not honouring his contract. I took this particular comment to be quite vague.