I think I'm pointing out that it tries to trivialize a cost, as if everyone is just spending $2000+ dollars on coffee a year. If your doing that, of course you can afford a measly $10.

You don't need to try to equate $10 to something. People know what $10 is.

And I agree - last time I got coffee, it was closer to $10. In a low COLA area, technically speaking.