There's no sense in his logic by the sounds of it. Tiles in a dry area need 60 - 80% coverage I believe and in a wet 80 - 100% and in a power shower area 100%. PVA should never be used as a primer for reasons stated in
THIS THREAD.
You wouldn't want to stick your tiles onto plaster with a view of getting them off in the futre, the adhesive just wouldn't do it. Even with 2 tiny blobs at two oposite diaganol corners and only those two blobs will pull the plaster off the wall if the plaster has gone past its peak stage (I think 25 years?) and starts to break back down to a dust after 50 or so? or something? I doubt you'd be able to change the tiles too many times before needing to re-plaster even if it was possible.
And actually, so what if a bit of plaster falls off when you're re-tiling, you just carry on tiling it, if the hole is big, you fill it. Why risk tiles falling off'?
Plus, if you're selling the bloody adhesive to the customer and you're selling them 40% of the real required amount, who's winning? Get your standard cash in per job if not over-engineer - the customers will respect you for that.
Tell the lad to get himself on a course lol. And it sounds like he needs to touch up on his business skills too. He's really underselling himself unless he's doing per meter contract work and having to supply the adhesive, in which case let him fight for the jobs lol - him or the firm employing him are the ones with the come-backs then hey?