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Every product contains a substantial mark up and that’s why the seller is making and selling the product after all. They have to pay their overheads and make it worth their while in terms of profit. Now if their price is higher thna what the market is prepared to pay for it, then they would have to recalibrate. Otherwise if there are enough customers who still buy the product at that price then it’s the right price. So it seems to me decent are perfectly entitled to do what they r doing and they seem to have a more than healthy customer base.
While I am not in its target market, I am glad that a product like the decent exists and it makes the overall coffee industry better for everybody else including the customers.