Ya'll's mindset is pouring a cup of coffee. 90% of the people in line aren't getting a cup of coffee. Thats called an Americano. So, espresso, lattte. Mocachino, added flavors, double shots, teas. etc.
Also the big thing is convenience. Who here has a real latte or espresso machine at home? Regular coffee made on an espresso machine is far better than "brewed" coffee that sits in a pot. Its fresh and lava hot.
Their brewed coffees have multiple flavors you can ask for. So you don't have 4 bags of beans sitting at home going stale.
Its not abut being part of the in crowd. Its getting coffee and food you can't get at home without a lot of hassle and expense.
Me, chai tea latte with a shot of espresso!