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K-cups are normally sold in 18 pack cartons for around $12-$13.Sometimes they are sold in 12 packs for smaller outlets. You say the price is $9 .So what is the complaint? It's standard practice in retail to price lower quantity items higher in order to get you to move up to the next price point. The retailer is setting the price, not GMCR.Buy most any item at the grocery store...lets say candy. You can get two M&M bags for $1.00 or three bags for $1.29 .With coffee, you can always go to Starbucks and pay $4 per cup (or $48 for your 12 pack). So what point were you trying to prove? If you can't afford k-cups, buy something you can afford. We are not here to convert you. No one says you HAVE to buy k-cups.