Because Blue Bottle Coffee is going to try to get acquired by a Dunkin Donuts or Starbucks that wants to operate these higher margin stores in affluent areas.

Because Blue Bottle Coffee is going to try to get acquired by a Dunkin Donuts or Starbucks that wants to operate these higher margin stores in affluent areas. They aren't trying to scale up to "the majority of the country". The VCs will make their money back when the acquisition happens.