Why would anyone do that?

I was passing by a lot of cute coffee shops today when I ran across one that had some chalkboard advertisements out front. This one says: "Come have a cup of coffee that is more expensive than Starbucks." Then it tells you that they are using Lavazza brand coffee, and they tell how much the coffee beans, milk, cup and service cost that add up to be more than at Starbucks. Are these people CRAZY?! Is it now a matter of pride to have prices higher than Starbucks? Starbucks in China is already higher than in the U.S. (it has been in the news here during the past week). I bought a small thermos today. I'm not handing my wallet over to these greedy coffee meisters!