You're buying it in the wrong place. My hospital cafeteria sells coffee at 59 cents per cup. They are located right above a $tarbuck$ and recently added a BIG black and white sign that can be seen from the Starbucks line that says, "COFFEE 59 cents". I found it amusing, but as far as I can tell it hasn't moved the Starbucks drinkers to change their consumption habits.
Or Shakran may have been suggesting that the cost of the cup of coffee is for one that you brew yourself. Which is certainly less than $.70 unless you are using some pretty exotic beans.
Lastly, perhaps Shakran was trying to be light-hearted and funny, mocking the the Sally Struthers Feed the Children type of commercial.
