We don't know if it is too high. The thingto do is to average your way in. Divide your investment money of GMCR into 4 parts and then invest one part every 30 days or even every 60 days. If the stock goes down, you will be able to buy more shares; if the stock goes up, then less shares but you will have a profit on what you currently have. Use a discount broker.
You have to believe in the company long term and if you are using their product, you will believe it.
Good strategy. I originally bought at $64, but averaged down at $20, and have purchased more on the way up. I personally think the Lipton tea license is huge. My wife loves her hot tea in the morning and iced tea in the afternoon, and favors Liptons.