Unfortunately, this coffee still costs way too much money even with the 10% off. I might buy it as a one-time gift, but that is it.
As I mentioned before, it's all about how seriously you take coffee. Some people say that paying more than $6 for a bottle of wine is excessive, while others relish fine wines and will pay a lot more. What's "too expensive" for you might be a minimum someone wants to spent. I constantly see people paying $10 per cup of Starbucks coffee. For those of us who feel that's extravagant, we might spend $1.69 at a gas station. If you take the cost of the coffee and break it down to how much you're paying per cup of coffee, it may be well worth it for some.
So, a pound of coffee at Papist Coffee costs about $25, and we know that a pound of coffee makes somewhere around 32 cups. So you're paying about 78 cents per cup. To many who appreciate coffee, it's well worth the cost, when you pay $1.69 for a cup of swill at a gas station or upwards of $6-$10 at places like Dunkin or Starbucks. You can get cheap ground coffee for about 28 cents per cup, so you think of it as paying an extra 50 cents per cup, which is not much for someone who really enjoys coffee.
Now, if you drink coffee just as a way to ingest caffeine, sure, then this would be "too expensive" for you. It's similar to how rednecks will get the cheapest swill "beer", for a few bucks a case, since all they're really after is the basic sense of beer and the alcohol. I enjoy beer, so I'll pay $12 for a 6-pack of good beer any day vs. $6 for a 6-pack of Miller Light. Similarly, some people are fine with spending $6 for a bottle of wine, but someone who enjoys better wines wouldn't consider that stuff and would easily spend $20 for a better quality wine. Same things holds of coffee.