The person's point, I think, is that even if you incorrectly believe a "unit" to be a bag of coffee, and you're purchasing 6k units (bags) for $250k, you're then, in your mind, being charged $41/bag of coffee. That price is far too high, higher than retail: i.e., you'd be selling at a loss, or at a price point that the market wouldn't take. So if you believe a "unit" is a bag of coffee, you're not making that purchase¹, as the price is too high.
The "orders kept coming", as I understood the article, because, again, they were expecting 6,000 bags, not 6,000 cases. So by the 1,001th case arrives, you're raising eyebrows, as you're now getting more than you though you ordered. A few over is perhaps whatever, but they were going to get 5,000 cases more than expected — quite a bit more than a few over.
¹… if you've done the math. But I've seen deals in my own field done where I know very little math got done, so … I can kind of see this mistake being made.