Yeah. I keep seeing this and thinking,

"That's a bold play for a luxury brand whose leading competition comes in affordable bulk tins for home use."

Here's my soap box:

I expect the gasoline industry to act like assholes all the way to their solar-powered graves.

But seeing overpriced coffee try it boggles my mind.

The CEOs of Starbucks, movies, streaming television and music production have clearly alienated that one friend they could trust to tell them they're being idiots.

In case any of the CEOs are reading along, I'm going to be that final friend to you now:

"The demand in your industry is something called highly elastic. That means that people given any motivation whatsoever to boycott your product will take decades, at minimum, to return to using it, if they ever do. It's easier and more economical to just pay your workers a fair living wage. If you honestly can't afford to pay a fair living wage, that is okay, you may stop now, no one actually needs your product."

And for any really dumb CEOs reading along: "Home coffee grinders are pretty great."