I have become a big fan of VIA. I'm Thrilled that 'bucks is coming out with a decaf blend. I like the idea of the "to go" cup with the individual slots for the VIA packages. However; I am surprised at the cost of the "to go" cup. The way I see it, the cup, is a "delivery system" for VIA. Why not encourage the 'bucks consumer to buy VIA by offering the to go cup at cost? The reality is the cup is just that; a "delivery system" for the product. Similar to the way printers work today. The actual printer is a lost liter and the revenue is generated on the ink. I know for myself; if the cup was under $10 I would be more apt to buy it. I would then have this very cool cup that would allow me to "load" it with my favorite VIA product. I would be much quicker to buy the large box of VIA and keep the cup with me at work, school, events, etc... Or better yet give the cup away with a $25 purchase of VIA. Really seed the market.
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