I think that how much exactly 2 pounds are worth is something so subjective that I agree that the original rant feels childish. From an advertising standpoint,

I think that how much exactly 2 pounds are worth is something so subjective that I agree that the original rant feels childish. From an advertising standpoint, the latte example makes sense, because it's something a large chunk of people (in the US/UK) can make a quick mental comparison. In Italy I have seen many similar examples comparing goods and services to an espresso, or the price of going out for a pizza. It's a given that for many people the 2 bucks spent on a Latte are completely worth it: I don't see why anyone should find the comparison offensive. It's not like someone is criticising how you spend your 2 pounds. It's advertising. If you don't find the argument valid, just keep enjoying your Latte, and life goes on as usual.