[prewett]

Why not focus on subscription but have a one-time option that just quietly sits there and people that are looking for it will find it? Charge the $5/cup, and that will make the subscription an obvious choice for anyone that is going to drink the product regularly.

I'm definitely one of those that pretty much refuses to have anything to do with monthly payments, plus I'm not a huge coffee fan. So I'm never going to get a subscription. But I do like a good coffee every now and then, and I'm curious, so I might try a one-time order.