They are selling a lifestyle and an experience more than potions of liquified nutrients. As such the packaging, the marketing, the blogs about it are very important (maybe even more important than what's in the bottle).
It's a bit like people go and pay $5 for a cup of coffee in a coffee shop. They are buying the experience more than the coffee.
> ..$5 for a cup of coffee in a coffee shop. They are buying the experience more than the coffee.
Slightly OT but for me it's the reverse. If I go to a really good gourmet café then yes it may be expensive and yes, a component of the price is the experience (usually these cafés are nice places to hang out in) but most of it is the coffee itself. I cannot buy a coffee that good for less money in another place, hence I am willing to pay the price they are charging.
Agreed. Where I work, I can get a cup of iced coffee at 7-11 for $1, or I can go to a coffee stand and get significantly tastier iced coffee for $4.75. They have roughly the same experience in this case because the coffee stand doesn't have a place to sit.
It's a bit like people go and pay $5 for a cup of coffee in a coffee shop. They are buying the experience more than the coffee.