# Professor Priya Raghubir discusses CUPS, a startup offering unlimited local coffee for $120 monthly

1 Faculty News September 4, 2015 ![Wall Street Journal logo](/sites/default/files/styles/246w/public/assets/images/wsjlogo.jpg?itok=5Qt0z3WX)>

Excerpt from [The Wall Street Journal](http://www.wsj.com/articles/keeping-up-with-a-coffee-quota-1441360800) -- "Most people who sign up for an unlimited service subscription expect to up their consumption, she says. But after a week’s binge, 'You’ll return to your former state.' Still, unlimited plans offer intangible benefits. Consumers love the feeling of freedom, she says. And studies have shown that the psychological pain of paying $120 at the start of the month is far less than shelling out $4 a day for a morning cappuccino."

[Read more](http://www.wsj.com/articles/keeping-up-with-a-coffee-quota-1441360800)