The Starbucks Gap
Some will skimp on coffee, while others will pay almost anything
Starbucks has just broken the sound barrier. With its latest paper cup of premium coffee selling for $7, I can hear my long-deceased father screaming from the grave, “Seven dollars for a cup of coffee? My first car didn’t cost seven dollars! My first house didn’t cost seven dollars! Your grandfather had to work on the back of a horse for a week to make seven dollars!”
No doubt you’ve heard similar harangues from your parents or grandparents. “What on earth could make a cup of coffee worth seven dollars?” they ask. “Do they put gold in it, or is it like a lottery? Do you win something?” Telling them that the coffee’s made from Costa Rican Finca Palmilera beans doesn’t seem to mean anything to them.
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