Comparing regular people's shopping to the super-wealthy is absurd. Regular people care, possibly quite a lot, about costs and cost/benefit ratios. To the super wealthy the cost of most regular goods is entirely irrelevant. Whether their yogurt supply is 10 dollars a month or 200 dollars a month makes no difference to them. But it makes a huge difference to the vast majority of people. Even people who would be happy to pay the premium for very good yogurt will want a very good experience from this.