I think what's interesting is that they have an opportunity to be the next Starbucks which makes $70M pretty reasonable since it costs a lot of money to land an

I think what's interesting is that they have an opportunity to be the next Starbucks which makes $70M pretty reasonable since it costs a lot of money to land and expand physical operations. It's still a relatively boutique operation and the merger with Tartine will allow them to push a full cafe/bakery experience like La Boulange did but with higher quality coffee and baked goods. Starbucks is now the "everyday" coffee and Blue Bottle will do to Starbucks what Starbucks did to coffee shop coffee.