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Good for them.
They have created a brand, a life style, haters, loyalists, and most importantly a market. Hell they created a whole new industry.
They took a risk, went head first into coffee when it was on a national usage decline and got people to not only want their product, they got them to pay 300 to 500+% more for it than ever before.
I am more of a Dutch Bros. person myself. I think it is just a northern CA, Oregon thing.
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