That's hilarious. :) To the OP, I don't even drink coffee, I drink tea! So I should probably come up with better analogies. But I'm very sensitive to the fact, especially in the social media and messaging space, that people aren't accustomed to paying for things and so it's a big lift to get them to value it correctly. (For example on Tumblr everyone said they'd pay for no ads in surveys, when we launched the upgrade it got like a 0.02% conversion. Twitter Blue has had the same challenges.)

Superhuman really broke open people paying a significant amount (30/mo) for communication, which I think is awesome for the industry.