I think this is an interesting topic of discussion within the Stardew Valley community. For many players, Pierre isn't like the friendly businessman schtick he puts forth. He keeps secrets from his wife, he's controlling of Abigail, and you can make the case that he has ulterior motives for getting rid of JojaMart. Pierre can be considered just as ruthless of a businessman as Morris, since driving JojaMart out of town gives him a virtual monopoly on selling goods in Pelican Town. As for myself, I don't necessarily believe Pierre is that cold; I think he's doing what he has to do to grow his business and provide for his family.