Plenty of people are dependent on caffeine so why don’t they take caffeine pills? They are legal after all. They don’t even drink instant coffee that can be made in … an instant.
Instead they prefer to pay exorbitant amounts and wait ages for a barista to perform their dark art. And, even to me, a tea drinker, it is an art. Some of the best baristas even manage a performance up to the standards of Tom Cruise behind the bar in Cocktail (if you’re too young to remember then the trailer is here https://www.youtube.com/watch?v=kUwj3OE2LM4 *heads-up to turn the sound down if you have little ones around*).
So then it’s not just the caffeine what are they paying for? It’s the added value of the taste and even the experience of the performance.
If you want to earn higher prices then what can you add over and above the purely functional?
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