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Very true Ellwood. IMO if newcomers stick mainly to themselves they can be viewed as being unfriendly. I realize some folks are more introverts then others but sometimes you gotta push yourself to just jump in and join things. I'm not judging but I think the folks from Florida may have strictly stuck to themselves and then opening a coffee shop in a small place where one already existed....a big "no."
Some places are just not accepting of outsiders. There will always be differences and small towns are not for everyone. This was a tiny, minute town - coming from SFL these people were delusional to think they could live there much less be happy there. They made a very poor decision that was obviously not very well researched nor thought out.
The one downside I can see, is not only did they go from a bustling big city to a tiny one horse town, but they also subjected themselves to extremes in terms of climate as well. IMHO, if you are going to make a move out of a big city, you ought to do it in baby steps. Try a smaller city or large suburb first, to get acclimated to "throttling down" from life in the big city. If that works, then you can start looking into moving out to someplace more rural and isolated. Seems to me they really stacked the deck against themselves by taking on so many extremes at once and underestimating just how difficult it can be for people to adjust to life in the sticks when coming from a big city. I know it was a huge adjustment for me to go from NYC in the war torn 90's to to a small, quiet city in upstate NY pop. 40K, surrounded by farms, streams, lakes and mountains. I couldn't imagine living out in the middle of nowhere with no amenities, dining, culture, entertainment or people.