I'm with you on this.
Yes, a lovely thing to do and he should be applauded greatly for it. But it can only ever be a novelty and good fortune for the formerly low paid who work there. Nothing more.
As a model, it is unsustainable.
(a) it makes normal businesses uncompetitive with others which pay less. (And even if your country is all communist and all your domestic competitors are in the same boat, then other competitive nations are not), and
(b) Reward people too much for doing the minimum and sadly, people being people, many of them will choose not to work harder to get extra, because there's no extra to be had. So it encourages idleness and again sadly, many people abuse it and take advantage. Over time it leads to only cabbages being available on the shops shelves and cars like Trabants. We all know this - apart from the loony lefties camped out on the Conservative Party thread of course.