Places like coffee shops know exactly what they're doing, when they charge you more than $5 for a drink.
It's sort of like the guy that tells you $2.00 is cheap, but then each 24 page installment of a graphic novel is $2 dollars.
Sure, but the finally collected copy at 15 chapters is still more than more Graphic Novels are the market.
At the end of the deal, you're still paying $30.
Granted most trade paperbacks are 4-6 issues, which is a bit more reasonable. But that's still $8-12 once that's finally collected.
This is why places like Shounen Jump are on to something, because for that one price, you get several different graphic novel installments.
What I want is the Shounen Jump of coffee shops.