"I was in that town today so I stopped in because I needed some cable and housing. "

This is where the original post lost me. I cannot fathom going to a retail shop to purchase brake cables unless on an extended tour and having had a second cable failure. Then I would purchase any cable that could be made to work.

Cables and housings are consumable items, just like tubs of grease, chains, inner cables, ball bearings, and innertubes. Plus, certain tires when they are on sale and available. I stock all of these in various sizes so that repairs can be expedited when someone brings me their bike. Even basic lined housings ... I maintain a minimal stock of black and grey for any repair, and then will special order red, white, blue, yellow or braided as particular projects require.

Leave this bike shop alone. They don't need you and you don't need them.