The generic corner mom-and-pop coffee house on the corner whose logo contains the visage of a suggestively naked long-haired white woman will soon debut a $7 cup of coffee.
Who would pay $7 for a cup of coffee in this economy?
Answer: People who want to show off that they can afford $7 for a cup of coffee. It’s why they pay $10,000 or more for a watch. This is why that coffee house’s debranding campaign was aborted, for the sake of the life of its mother. It would have been just as crazy to take “Starbucks” off the cups and the front of the stores as it would be to take “Rolex” off of Rolexes.