That's just cope. Their food is horrendously overpriced. Last time a friend went to one of these yuppie hipster chains, I mentioned he could have bought 2 big pizzas from the local pizza place and had 4 meals instead of one that will leave him hungry in 3 hours. I can afford to eat there and I would say it's too expensive too, you don't get shit for what you pay. But the suits and market research retards will blame something that wouldn't affect their margins, like lowering prices.