A lot of people these days seem to think that if they are not getting a wholesale price from a retailer, they are being ripped off.
So go ahead - fly to Los Angeles and buy 1,000 pounds of coffee beans fresh off the boat from Colombia and have them shipped to your house by truck and break them up into one pound bags by yourself and grind and use them all within two weeks before they start to go stale. You'll definitely get a better price than $7 a cup. :)
A lot of people these days feel that if they are not getting the below cost price they are getting ripped off. Of course, those on the government dole are getting it for free.