Paying a premium for some things makes sense but paying $20 for an Erewhon smoothie is demented conspicuous consumption.  Easily make one at home for under a couple of bucks a pop. It's a smoothie, takes no special skills and like 3 minutes.

icebreaker.xyz/0xen |
https://gallery.so/Oxen/galleries | https://opensea.io/collection/farcats

after having one (it's quite good), I think the allure is more about signaling to others you can afford one rather than the price to quality ratio

premium mediocre 

https://www.ribbonfarm.com/2017/08/17/the-premium-mediocre-life-of-maya-millennial/

And people say marketing doesn’t matter