Coffee too Cheap?

In Der Spiegel:  Pricing analysis with neuromarketing.    I agree with some of the commenters that the study seems to come from a warped hypothesis.  But I have not seen much work done specifically done in the pricing space, so I welcome that.  " ... A German scientist is developing a new way of testing prices by measuring brain waves. Some marketing critics are horrified by the idea of feel-good pricing, but others argue it could make products more successful. ... "