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This American Life ran a part of this story on a recent episode: http://www.thisamericanlife.org/radio-archives/episode/520/n...

One thing I've noticed these $4 toast stories seem to miss is that toast (though not the same flavor of "artisanal") has been a big, sometimes ridiculous part of life in Southeast Asia for decades and decades now. https://localwiki.org/sf/SF_Toast_Craze

To me, this story is only incidentally about toast.

It's my local coffee place when I'm in San Francisco, and I have to say the coffee and toast are excellent.

i don't care how 'excellent' the toast is, even if my fancy new app just got bought by fb for 21 billion dollars, I am still not going to pay 4$ for toast.

That's a perfectly reasonable stance. Then again, one of those terrible plastic-wrapped pastries at Starbucks isn't that much cheaper, and walking down there on Saturday morning to get a toast and a coffee and then going over to the ocean is a very pleasant way to get the weekend started for me. Some people like some luxury goods; some people like others.

A Toast Story