So if it is felt that someone can afford it, it is ok or less serious to steal from them?
Excellent.
Where's my balaclava, the people over the road have a HUUUUUUUGE house. They're rich. The impact on them will be minimal. They can afford it. 
Shops can absorb losses but they don't absorb losses. We all pay because of the sticky fingered. Every time I buy something it is more expensive because theft is factored into pricing. It is so irresponsible to basically be saying look at your potential victims, decide which of them you think can take the hit. ffs.
And who decides what the impact is anyway? Surely the victim of the crime is the one who has the right to say what impact the crime has. Not to have that determination made by others.
That 87yr old grandma with brittle bones might have a fuck you attitude and give them a good going over with her brolly and that 24 yr old steroid addicted bouncer might have terrible anxiety and be unable to leave the house.
You can't look at people and decide for them how crime against them impacts them.
No matter how he puts it, there are those who will only hear it's ok to steal if who you're stealing from can afford it.