William B.
Great coffee, but website tricks toward subscription...
As a best-selling author of four separate business books, here's a business lesson: The website checkout flow tricked me into an accidental subscription (I intentionally selected what appeared to be a one-time purchase). I only discovered it when the second box arrived. Support replied quickly via text, but required me to pay return shipping before issuing a refund. This was a missed opportunity. A simple goodwill refund + letting me keep the product would’ve turned me into a promoter — I could’ve shared the coffee with coworkers and likely created new customers. Instead, I had to orchestrate the return before receiving a refund. So instead of a win-win, they’ve created a lose-lose situation. I hope they consider this in their future dealings with customers. Small gestures build loyalty. Friction like this creates vocal detractors.



