Doesn't he have one of those plastic disc brake spacers (the one I use is above the video at bottom) you insert in the hydraulic disc brake's slot between the pads when you take the wheel off? It keeps the pads from closing on each other. The plastic spacer/spreader snaps into place and stays there until you're ready to remove it, though I might wrap a plastic tie around it and the pads if I was transporting it on a back or top of vehicle rack.
When I got my new bike, the first one with disc brakes that lock like that (Shimano MT200 hydraulic disc), the LBS gave me a spacer and told me not to forget to slide it in the slot when I took the front wheel off and walked me through it as we laid it on the bed in the back of my Honda Fit. I forgot the insert when I popped the front wheel off the first time I transported it and had to very carefully pry the pads apart with a screwdriver. Now I keep it in a plastic bag in my car's glove compartment and think of it as soon as I pop the wheel off and before putting the bike in the car.
As far as hurting sales goes, I was tremendously surprised at the extra time it takes for removing my front wheel and putting it back in place on my $815.99 Trek Verve 3 Lowstep compared to the $329 mountain bike that preceded it. The LBS had to give me a training session when I picked up the bike and had to take the front wheel off to lay it in the bed behind the front seats in my Honda Fit.
On my old $329 Mountain Bike - which had Shimano disc brakes - all I had to do was pop a lever and spin it a few times to loosen the front wheel and take it off. Putting it back on meant lining up the disc with the brake pads sliding it into place, spinning the lever to tighten it and snap the lever shut.
Now, I have to pop the lever, wind it out a lot of times and remove it and the bolt and spring attached to it completely off the bike and carefully store them. Then I have to slide the disc pad spacer into place - all the while making sure I don't squeeze the brakes by mistakes. Then I do the reverse putting the wheel back on.