I will emphasize: because people are paying that much for it. Willingly. The competition is at Amazon, where I can buy a box of Cheerios, delivered, for $1.99.

I will emphasize: because people are paying that much for it. Willingly. The competition is at Amazon, where I can buy a box of Cheerios, delivered, for $1.99. Or at Walmart where I can buy name brand cereal for $5, and Walmart equivalents for $1.97.