If you think about it, expensive stuff seems to just be playing the long-game. Like, Starbucks used to be the most ridicules and asinine place you can imagine. $3 for coffee? Fuck you. But now, Starbucks prices are pretty much the same of McCafe, Timmy's, etc, so they're more popular because they built a social cache off of being a former status symbol. Same with Ben and Jerry's, used to be wildly expensive but honestly $3 for a tiny tub of ice cream seems about right. Ice cream just costs more, and at least they had the creativity to have so many mixes and flavors.

I think in five years Five Guys prices are just going to be normal burger prices. When In-N-Out or McDonald's pathetic little cuck burgers costs the same as a Five Guys' burger, the choice will be clear.