I'm fairly confident that they're saving tons of money with El Heffe Cafe, because very few peeps will ever ask for a second cup and frequent fliers won't ask for a first. They save on water (and its weight carried), the coffee itself, cups, sugar, cream, stir sticks and on and on. After all, .0001 cents times a zillion is enough for more bonuses.

I used to drink a cup a leg, perhaps two on a transcon. Now I buy an SBux in the terminal. Call me a weenie or a coffee snob, but our coffee is so bad that its embarrassing. Look no further than AAPL, people are willing to pay a premium for quality.