We're very aware that we exist in a competitive environment. We know there are options - less expensive, more expensive, etc. We don't take a single relationship, a single order, or a single referral for granted... we work really hard to EARN that loyalty with every interaction. The loyalty upgrade system we have in place (we toss a free upgrade and/or freebie every 3-5 orders) is a token of our appreciation and a symbol that "we appreciate you riding with us."
There's a good reason why we don't do the loyalty upgrades like some other companies (like MBV, for example, who tosses you a free bottle every time you cross a minimum order size)... it becomes "expected." It's no longer a loyalty upgrade, it's an entitlement. When we take overfilled bottles and loyalty upgrades into our total cost equation, we don't charge for 20% of the liquid we actually make... and, we're good with that.

If that's not enough, I have a long list of vendors who make comparable flavors that are more than willing to underwhelm you for $5.99.