This is a really bold move made by the owner/company or whoever is behind this business plan. Smart move as well, they will be coffee millionaires in the couple of years. Actions like this have wider and even unnoticeable effect whose impact will be shown later on in the years to come. The next should be Amazon or eBay or Aliexpress. But something like this can hardly be expected with the current volatility and the fluctuation of the price.