What data do I have that’s incomplete? Did I get something wrong about the milk substitutes being overpriced? I know the product isn’t just coffee, but what’s wrong with talking about the price? What’s the breakdown at a place like BlueBottle? Or a place like Starbucks, what’s the profit margin? What amount of margin is not overpriced?

100% markup on milk substitutes would definitely qualify as over-priced unless you have data to suggest otherwise.