the real cost of a coffee?

According to this Perth cafe owner in an article in The Age today the real cost of a cup of coffee is $1.70 plus wages

Really? Probably... i dont doubt that the hidden costs of making a coffee are far higher than what most folks realise

So you bang on about the $20,000 set up costs for the coffee equipment, which I dont deny, but then you spit your coffee shots into two cups?

Im hoping that this is just for the camera, cause there's no way your coffee costs are coming in at $1.70 if you're splitting your shots

And then you bang on again about superior coffee whilst referencing a coffee making technique which I thought went out of vogue in the 90's?

here's a link to the article:

its the video content embeded in the article by the way

thoughts anyone?