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> people will pay $10 every day for a latte and a donut at Starbucks

I know you are using this for effect, but I literally do not know anyone who goes to Starbucks anywhere close to daily.

I live next to a Starbucks, and see tons of familiar faces everyday.

$10/mo is infinity dollars — I’m not committing to that, especially because the cost to leaving is high.

$10 for lunch, even regularly, is still a one time expense.

It’s capx vs. opex