Niccol said. “What we’re seeing is people, you know, they want to have a special experience, and regardless of what your income level is. In some cases, you know, a $9 experience does feel like you’re splurging. And then, what that means is we have to make it worthwhile, right?”
The premium experience being that you get a nice looking cup of over sweetened drab. It’s shit, it tastes like shite, buy hey, it’s an experience that you can post on Instagram or whatever the fuck hipster influencers post their crap these days