I actually thought this was a rather profound way of thinking about that line "costs less than a cup of coffee" I used to work in public radio and this was a line that people threw in all the time and I always resisted using it. He hit the nail on the head when he said that this was a high bar to get over because I love my coffee so much that if I lay down to sleep at night and realize that I have not pre-loaded my coffee to be brewed in the morning, I will get out of bed and go through the long and loud process of grinding beans, cleaning out the pot etc. That is in part because I am a caffeine junkie but the other part is because I love the routine. I love the smell, I love the rush- I took it to mean that he is saying the 2 dollars you spend is only part of the equation and isn't a fair comparison to make to an equal expenditure-- he was just throwing out an idea... nothing to mock him over.