Just ran the numbers - whole bean Columbian coffee from Costco cost me $0.18 per cup, plus a few extra cents for cream+sugar. My wife and I drink 2 cups/day, so our caffeine habit is about $1/day. I've had better coffee, but to me it's not worth it to pay extra for slightly better coffee - though happy to receive small bags of fancy coffee as gifts :)

So I know I'm preaching to the choir here but can't help myself. Since this is marketed at millennials let's assume a 25yo, perhaps a young professional making enough that they can "afford" fancy coffee, decides to buy a $10 cup every day. If they instead invested that $3650/year then by my computations they'd accumulate over $720k by age 65 assuming 7% annual return. And if they plan on continuing their fancy coffee habit into retirement, with the 4% rule-of-thumb they would need to save an additional $91k to fund their $10/day coffee habit in perpetuity. It's so ridiculous that one could, by way of opportunity cost, spend over $800k on coffee - more than ridiculous, it's grotesque.