rubinstein says they might. but, staying small can be beautiful, too. >> we can go to each shop everyday if we need, we're very in touch with the staff and we know everyone by name. and, we do worry if we open too many or we try another city, we'll lose that magic of still feeling like you're part of the community and still having this ma and pop feeling will go away. >> reporter: speaking of ma and pa, joe is a family run business, probably part of its success. rubinstein's father bankrolled the first store, and today, his sister is a partner. >> we've never not gotten along in business and in life. i think we got lucky when we were little kids. i came home on his fourth birthday i was born, and he took to me literally like i was his and we've gotten along ever since. >> reporter: still, customers say the key to joe's stamina in a city often unkind small businesses, is the product. >> the staff is super friendly, always smiling. and, the coffee is amazing, really great, it tastes a little nutty. i don't know if

danny rubinstein, gideon levy, these are great journalists and do israel credit. the frustration for many of us old middle east hants is we saw possibilities in oslo and in the relationship with king hussein. i knew king hussein. with the assassination, we watched that hope essentially vanish