It's not paying twice as much for commodity goods. BRC probably is considered expensive compared to some of the standard brands out there, but have you checked the prices of a lot of the other "artisanal," "boutique," "specialty," or "premium" coffee products out there? Frankly, I'll happily pay a bit more for something I know I'll enjoy consuming, especially knowing that I'm giving my money to a company that shares more of my social, political and religious views than, say ... Starbucks.
If one actually prefers Folgers or Great Value coffee (though I don't know how folks drink that swill), fine. But to throw around accusations such as "wrapping one's self in his DD-214" to extract more money for his product isn't what it's all about.