So, I watched the video UA posted about this ...

One of the items there said UA buys 1.4 million pounds of coffee annually.

Let's assume a premium brand of coffee at retail prices. Make an assumption of $12/lb.

That's $16.8m/year on coffee itself.

That's nothing in a global airline spend. Absolutely nothing.

Squeeze that down - assume they're paying a little less than $12/lb, and then subtract out whatever they're paying for FreshBrew (it's a non-zero number, no matter what we think of it) - this really could be a $1m or less change that has huge customer impact - both from a branding and customer sat perspective!