Think about the first quiet moment of the morning. The kettle is heating. The grinder hums. Two cups sit side by side on the counter. For millions of couples, this small, unhurried moment is one of the most intimate parts of the day. No agenda. No audience. Just the shared warmth of a ritual that belongs entirely to them.
When you give a wedding anniversary gift that speaks directly to that ritual, you are not just giving coffee or tea. You are giving recognition. You are saying, I know how you two begin your days, and I want to honor that.
That is a powerful thing to put inside a gift box.
Research consistently shows that experiences create more lasting happiness than objects, particularly for couples celebrating milestones. At the same time, the global wedding and anniversary gift market reached USD 33.34 million in 2026, which tells us something important: people take these celebrations seriously. They are willing to invest real thought and real money into honoring the people they love.
What makes coffee and tea gifts particularly well suited to anniversary giving is that they sit squarely in two of the most common buyer motivations. Studies suggest around 62% of gift buyers favor utility-based gifts, and 58% prefer sentimental keepsakes. A beautifully curated collection of estate Kona coffee or a hand-harvested mamaki tea from a Hawaiian farm satisfies both instincts at once. It is used every single morning, and it was chosen with deep personal care.
If you want to understand what makes Kona coffee so special before diving into gift ideas, that is a great place to start. We will get into all of it here, from milestone-matched gift suggestions for every anniversary year to Hawaiian farm experiences, specialty treats, and subscription options that keep giving long after the anniversary dinner is over.
This guide is for anyone who wants to give a gift worth remembering, to a couple who would rather share a perfect cup than a generic present.
Why Coffee and Tea Gifts Work So Well for Wedding Anniversaries
Before we walk through specific gift ideas, it is worth understanding why this category works so well for anniversaries. Gift giving at its best is an act of witnessing. It says, I see who you are and what you love, and I brought you something that reflects that. Coffee and tea gifts do exactly this, often more effectively than jewelry, home goods, or experiences chosen without that personal context.
There are three distinct reasons this category consistently lands well for anniversary couples. The ritual connection, the dual value advantage, and the unique way coffee and tea gifts bridge the gap between objects and experiences.
The Daily Ritual Connection
Shared rituals are one of the cornerstones of lasting relationships. Research from the American Psychological Association and relationship studies cited across anniversary gifting literature consistently points to the same conclusion: couples who maintain small, consistent rituals together report higher levels of closeness and relationship satisfaction. These rituals do not have to be elaborate. They just have to be shared and intentional.
The morning coffee moment qualifies. So does the afternoon tea pause. So does the weekend ritual of grinding fresh beans together, or the evening ritual of steeping something calming before bed. These moments happen every day, which means a gift that enters those moments is not appreciated once and then forgotten. It is woven into the daily fabric of the relationship.
This is what separates a great coffee or tea anniversary gift from a generic one. A beautiful scented candle might be used a few times a month. A personalized mug might be used every day, but only as a vessel. A truly thoughtful coffee or tea gift, one chosen with knowledge of what that couple actually drinks and how they actually brew it, becomes part of their daily identity as a couple.
Every cup becomes a small touchpoint with the person who gave it. That is a remarkable thing for a gift to do over the course of a year, or several years, or an entire decade.
When we talk to customers here at Buddha's Cup who have received coffee or tea gifts for their anniversaries, the feedback we hear most often is some version of this: every morning when I open that bag, I think of them. That is exactly what a good anniversary gift should do.
Utility Meets Sentiment: The Dual-Value Advantage
Most gifts lean one way or the other. They are either practical, like a kitchen appliance or a gift card, or they are sentimental, like a personalized keepsake or a framed photograph. Very few gifts manage to be both things simultaneously without feeling awkward or forced.
Coffee and tea gifts are genuinely rare in this regard. They are consumed regularly, which makes them intensely practical. They are also chosen with knowledge of a couple's specific tastes, habits, and preferences, which makes them deeply personal. A specialty coffee subscription that arrives monthly with freshly roasted single-origin Kona beans is used every morning without fail. It is also a gift that required the giver to know something true about the recipients: that they value origin, freshness, and quality over convenience.
That combination of utility and sentiment is not easy to achieve in a gift. When you manage it, the recipient feels genuinely seen. That is the feeling every anniversary gift is trying to create, and coffee and tea gifts get there more reliably than most categories.
This is also why the curation matters. A generic grocery store coffee is useful but not sentimental. A rare estate Kona from a farm in Holualoa, Hawaii, with a tasting card explaining the elevation, the harvest method, and the flavor notes, is both. The object itself carries a story, and the story is what transforms utility into sentiment.
Experiences vs. Objects for Anniversary Gifting
One of the most consistent findings in happiness research is that experiential gifts outperform material gifts in terms of long-term satisfaction. We adapt to objects quickly. The novelty of a new thing fades. But experiences remain vivid in memory, and they tend to bring people closer together when shared.
Coffee and tea gifting uniquely bridges this divide in a way that almost no other gift category can. A farm tour is a pure experience. A curated collection of single-estate coffees is a tangible object. A monthly tea subscription is a recurring experience that arrives in physical form. Depending on how you structure the gift, you can land anywhere on that spectrum, or you can combine all three dimensions into one thoughtful package.
At Buddha's Cup, we sit in Holualoa on the slopes of Mauna Loa, in the heart of the Kona coffee belt. We grow our own coffee and mamaki tea at elevation, in the volcanic soil that gives Kona its distinctive character. When someone gives a couple a farm tasting experience in Kona, they are giving something that cannot be replicated anywhere else in the world. That specificity, that sense of place, is what makes an experience gift feel truly rare.
The best anniversary gifts for coffee and tea lovers are the ones that layer these dimensions together. Something beautiful to hold, something meaningful to drink, and if possible, something to do together that deepens their appreciation for what is in the cup.
Anniversary Gifts Matched to Milestone Years
One of the most thoughtful approaches to anniversary gifting is matching the gift to the traditional or modern theme of that specific milestone year. This practice has centuries of history behind it, and it gives both the giver and the recipient a shared framework for understanding why this particular gift was chosen for this particular year. When you can connect a coffee or tea gift to the anniversary theme, the gesture becomes even more intentional.
Here is a complete guide to coffee and tea gift ideas matched to key anniversary milestones, from the first year through the golden anniversary.
Early Milestones (Years 1 Through 5): Building the Ritual Together
The early years of a marriage are about establishing the shared rituals that will define the relationship for decades. Gifts for these milestones should feel like an investment in the couple's growing life together, not just a celebration of how far they have come.
The first anniversary carries the traditional theme of paper. This is a beautiful opportunity to give something that feels intentional and hand-crafted without necessarily requiring a large budget. A beautifully printed coffee or tea subscription card is a natural fit. So is a hand-written tasting journal where the couple can record notes from every coffee or tea they discover together over the coming year. A Hawaii gift card for coffee and tea from Buddha's Cup is another paper-themed option that lets the couple choose exactly what speaks to them, whether that is a bag of freshly roasted Kona, a sampler of Hawaiian teas, or a specialty treat from the farm.
The second anniversary theme is cotton. Think about the tactile pleasure of a premium cotton pour-over filter set, the kind that transforms the morning brewing process into something meditative and deliberate. Pair it with a bag of estate Kona coffee and a simple brewing guide, and you have given the couple a new ritual to build together. On the tea side, a linen tea tray cloth set paired with a curated selection of top loose-leaf Hawaiian teas creates the same kind of tactile, intentional gifting moment.
The third anniversary is traditionally associated with leather or, in its modern interpretation, crystal and glass. A leather-wrapped French press is a genuinely beautiful object that holds up well over years of daily use. For tea lovers, a crystal tea set paired with premium mamaki tea from Hawaii is an elegant choice that honors both the traditional theme and the couple's shared ritual. The glass allows them to watch the tea steep and change color, which turns the brewing process itself into something worth pausing over.
The fourth anniversary theme is fruit and flowers. This is a natural invitation to explore fruity tea infusions and floral oolong teas. Blends that feature hibiscus, passionfruit, or tropical botanicals are particularly well suited to this milestone. This is also the kind of anniversary where a thoughtfully assembled fruit and floral tea gift set from a specialty retailer can feel genuinely luxurious without being overwhelming.
The fifth anniversary carries the theme of wood, and this is where the gifting opportunities for coffee and tea lovers become particularly rich. A wooden coffee or tea tray makes a beautiful and lasting addition to any home. A wooden serving board styled for a weekend coffee ritual, complete with a French press and a selection of single-origin beans, is the kind of gift that photographs beautifully and functions even better. A Big Island tea gift pack from Buddha's Cup, presented on or alongside a beautiful wooden board, creates a cohesive and thoughtful package that honors the five-year milestone with both warmth and substance.
Middle Milestones (Years 10 Through 15): Deepening the Appreciation
By the tenth year of a marriage, a couple knows each other's preferences deeply. They have refined their rituals. They have figured out how they like their coffee, what teas they reach for in different moods, and what matters most to them in the shared experience of a good cup. Gifts for these milestones should honor that accumulated knowledge and push gently toward something more elevated, more rare, more intentional.
The tenth anniversary theme is tin or aluminum. This is a surprisingly versatile canvas for coffee and tea gifting. A beautifully designed tin canister set filled with single-estate Kona coffees is a gift that looks as good on the counter as it tastes in the cup. A collectible tin of Hawaiian specialty teas, with each variety presented in its own labeled chamber, creates a sense of abundance and curation that feels genuinely celebratory. For couples who have grown into serious coffee appreciation over ten years together, a Kona coffee collector set is an ideal tenth anniversary choice.
The eleventh anniversary is associated with steel, which opens the door to some genuinely exciting brewing equipment. A stainless steel cold brew kit is a modern, stylish choice that suits couples who have already mastered the basics and are ready to explore a new dimension of their coffee ritual. Pairing it with a guide to cold brew Kona coffee with tropical flavors turns the equipment into a learning adventure. The cold brew method produces a smoother, less acidic cup, and it pairs beautifully with the natural sweetness and low acidity that good Kona coffee already brings to the table.
The twelfth anniversary theme is silk or linen. Silk tea sachets filled with high-grade single-origin tea are a particularly sensory gift, beautiful to look at, smooth to handle, and exceptional in the cup. A linen-wrapped premium tea collection, with each variety bundled in natural fabric and tied with a simple cord, creates the kind of unboxing experience that feels genuinely special without being overdone.
The thirteenth anniversary is associated with lace, which translates naturally into artisanal loose-leaf teas presented in delicate, lacework-inspired gift packaging. The focus here is on beauty of presentation alongside quality of product. A carefully curated Hawaii tea collection from Buddha's Cup, presented with thoughtful attention to packaging and tasting notes, honors this milestone with elegance. Our Buddha's Cup tea collection includes Hawaiian-grown options that carry genuine provenance and story.
The fifteenth anniversary is traditionally marked with crystal, which is one of the most beautiful milestone themes to work with for coffee and tea gifting. Crystal tea glasses or hand-blown espresso cups are the kind of object a couple keeps forever, displayed on a shelf when not in use and reaching for every morning when they are. Pairing crystal glassware with a special edition Hawaiian coffee creates a complete fifteen-year milestone gift that is simultaneously beautiful and deeply useful.
Landmark Milestones (Years 20, 25, 30, and 50): The Gift of Rarity
Landmark anniversaries call for landmark gifts. These are the celebrations where the gift should communicate genuine reverence for what the couple has built together. Rarity, provenance, and once-in-a-lifetime experiences are the right registers for these milestones.
The twentieth anniversary carries the themes of china and platinum. CNN Underscored has noted that timeless cup and saucer sets are among the most beloved twentieth anniversary gifts, the kind of thing couples use for special occasions for the rest of their lives together. Pairing a beautiful china tea set or platinum-rimmed espresso cups with a rare Kona single-estate coffee creates a complete gift that honors both the elegance of the milestone and the couple's daily ritual. For serious coffee lovers, special edition Kona single-estate coffees represent the pinnacle of the category, beans from a single farm, a single harvest, roasted to highlight the specific character of that place and that year.
The twenty-fifth anniversary is silver, and this is a milestone that calls for genuine generosity of spirit. A silver tea service, polished and elegant, is a classic choice. A curated silver anniversary coffee tasting box, with a selection of the rarest and most distinctive Kona offerings available, is a more contemporary take. But for a twenty-fifth anniversary, we believe the best gift is an experience layered on top of objects. A Hawaii farm tour experience as the centerpiece, with curated coffee and tea products to bring home as souvenirs, creates a complete celebration that the couple will talk about for years.
The thirtieth anniversary is pearl, which suggests something rare, formed over long time, and impossibly smooth. Aged Kona coffee, rare ceremonial-grade Hawaiian tea, and a VIP experience at Buddha's Cup all fit this sensibility. If you are gifting for a couple who has never visited the Big Island, a reservation to experience one of the Kona coffee farm tours open to visitors is the kind of gift that changes how a couple thinks about every cup they drink for the rest of their lives. When you have walked the rows where the coffee was grown, watched the cherry turn red in the Hawaiian sun, and tasted the fruit straight from the tree, the morning ritual is never quite the same again.
The fiftieth anniversary is gold, and nothing short of the ultimate curated experience will do. Gold-label estate Kona coffee, the rarest and most carefully processed beans from a single harvest. Hawaiian specialty treats made by hand on the farm. A complete farm experience that takes the couple from the tree to the cup. This is the gift for a couple who has shared fifty years of morning rituals together. It honors where they have been and celebrates the fact that they still reach for the same cup, side by side, every single morning.
The Best Coffee Gift Ideas for Anniversary Couples
Now that we have walked through the milestone framework, let us get into the specific categories that work best for coffee-loving anniversary couples. Whether you are shopping for a first anniversary or a thirtieth, these are the gift types that land most consistently and most memorably.
Curated Coffee Collections and Subscriptions
Among all the coffee gift categories available, subscriptions have the highest retention of emotional impact over time. This is because they do not arrive once and then fade into memory. They arrive again, and again, each time reconnecting the recipient with the person who gave them.
What separates a great coffee subscription from a generic one is specificity. Origin matters. When a couple knows that their monthly coffee comes from a specific farm at a specific elevation on the slopes of Mauna Loa, they drink it differently. They are not just having coffee. They are having that place in their cup, and that specificity creates a conversation every time they open a new bag.
The case for single-origin Kona over blended coffee is particularly strong for anniversary gifting. A blend is designed to be consistent and broadly appealing. A single-origin coffee is designed to express the unique character of one place. It has a story. It has terroir. It has the particular sweetness and low acidity that comes from growing at elevation in volcanic soil under the cloud cover that rolls in every afternoon in the Kona district. Understanding the difference between blended and single-origin Kona helps any gift giver make a more informed and more impressive choice.
For coffee lovers who have already explored the basics and are ready for something more immersive, our Kona coffee collector program offers a way to build a genuine relationship with the coffee over time, exploring different processing methods, different harvest seasons, and different expressions of the same remarkable terroir. This is anniversary gifting at its most thoughtful.
Brewing Equipment as a Couple's Gift
Gifting brewing equipment is one of the most powerful ways to transform a couple's morning ritual into a shared craft. When you give a pour-over set, you are not just giving a piece of kitchen gear. You are inviting the couple to slow down together, to become more intentional about one part of their daily life, and to develop a new skill side by side.
The key to getting brewing equipment right as an anniversary gift is matching it to the couple's existing ritual rather than trying to upgrade them into something they are not ready for. A couple who makes drip coffee every morning and loves it does not need an espresso machine. They might genuinely love a beautiful pour-over set that takes what they already enjoy and makes it slightly more meditative and manual. A couple who already hand-brews might be ready for a cold brew kit or an AeroPress, two methods that produce a markedly different cup and open new creative possibilities.
Whatever equipment you choose, pair it with freshly roasted Kona coffee. The equipment is the instrument. The coffee is the music. Giving one without the other misses half the gift. And understanding best practices for brewing high-quality Kona coffee ensures the couple gets the most out of whatever equipment you give them. A simple brewing guide tucked inside the box, with specific instructions for the beans you are pairing, turns the whole package into an educational experience as well as a material one.
Some specific equipment suggestions worth considering: a ceramic pour-over dripper with a gooseneck kettle for precision brewing, a full-immersion French press for a richer and more forgiving cup, an AeroPress for travel-ready brewing that the couple can take on their next trip together, or a glass cold brew pitcher for warm-climate couples who want their ritual to extend through the afternoon hours as well as the morning ones.
Specialty Treats That Pair With Coffee
An anniversary gift that includes something to eat alongside the coffee extends the ritual in a way that feels genuinely celebratory. This is not just about snacking. It is about the pleasure of pairing, the same instinct that drives wine and cheese pairings or tea and pastry traditions in cultures around the world.
At Buddha's Cup, we make rum cakes by hand on the farm in Holualoa. These are not supermarket rum cakes. They are made with real Hawaiian ingredients and carry the warmth and richness that comes from genuine craft. Paired with a bag of freshly roasted Kona coffee, they create a complete tasting experience that the couple can enjoy together the moment the gift arrives. Our Hawaiian specialty treats from Buddha's Cup are designed exactly for this kind of pairing, something exceptional from the farm that makes the coffee moment feel like an occasion.
For couples who love to cook together, there is another dimension to explore. Kona coffee is not just for drinking. It can be incorporated into desserts, rubs, glazes, and baked goods in ways that bring its distinctive character into an entirely new context. If you know a couple who would love to experiment in the kitchen together, learning about how Kona coffee can be used in desserts opens up a whole new avenue for a creative and experiential anniversary gift. A beautiful bag of Kona paired with a few recipe cards for coffee-infused desserts gives the couple something to do together that is both sensory and creative.
The Best Tea Gift Ideas for Anniversary Couples
Tea has its own gifting language, and it is a rich one. For couples who orient their shared ritual around tea rather than coffee, or who love both with equal devotion, the following gift categories offer the same depth of meaning and provenance as the coffee options above.
Hawaiian Mamaki Tea: A Gift With a Story
If you have never encountered mamaki before, let us introduce you to something genuinely remarkable. Mamaki is a native Hawaiian plant that has been used in traditional Hawaiian healing practices for centuries. It grows naturally in the volcanic upland forests of the Big Island, and we grow it right here on our farm in Holualoa. The flavor is mild, slightly earthy, and deeply soothing. The tea brews to a beautiful amber color. And it is completely caffeine-free, which makes it a perfect evening ritual for couples who want to wind down together without disrupting sleep.
From a wellness perspective, mamaki is rich in antioxidants and has been associated with supporting healthy blood pressure, digestion, and immune function in traditional Hawaiian practice. Contemporary herbalism has taken a strong interest in mamaki as modern science begins to validate what Hawaiian healers have known for generations.
But the reason mamaki makes such a beautiful anniversary gift goes beyond its health benefits. It has a place. It has a story. It is not a generic herbal tea blend assembled from commodity ingredients in a warehouse somewhere. It is a tea with deep roots in a specific culture, a specific landscape, and a specific farm. When you give someone mamaki tea from Buddha's Cup, you are giving them a connection to Holualoa, to the Big Island, and to a living agricultural tradition that stretches back long before the first coffee tree was ever planted in Kona.
For anniversary gifting, provenance is everything. A tea that carries a story gives the couple something to talk about every time they steep a cup. Explore our top loose-leaf Hawaiian teas for immunity and browse our full tea collection to find the options that best match the couple you are celebrating.
Tea Subscriptions and Curated Collections
Just as with coffee, a tea subscription is one of the highest-impact anniversary gifts in this category precisely because it keeps giving. A monthly tea subscription delivers a new experience every four weeks, keeping the ritual fresh and giving the couple something to look forward to together throughout the year.
What differentiates a premium tea subscription from a generic one is the same thing that differentiates premium coffee: single-origin sourcing, seasonal variety, and educational tasting notes that give the recipient context for what they are drinking. A subscription that arrives with a card explaining the origin, the harvest time, the ideal steeping temperature, and the flavor notes turns every new delivery into a small education. The couple learns together, and that shared learning becomes part of the ritual itself.
Our Hawaii monthly tea subscription is designed with exactly this intention. Each delivery brings something from the Hawaiian tea tradition, with enough context to make the experience genuinely immersive rather than just decorative.
For couples who prefer a one-time curated collection over a recurring subscription, building a custom tea assortment is a beautiful approach. The goal is variety within a coherent theme: perhaps a Hawaiian wellness collection featuring mamaki alongside other native and locally grown botanicals, or a range of brewing styles from hot steep to cold brew. Our Big Island tea gift pack offers a thoughtfully assembled starting point that covers multiple styles and flavor profiles in a single gift.
For reference on what excellent tea gifting looks like from a broader market perspective, CNN Underscored has consistently highlighted fruity tea infuser gift sets as among the most beloved anniversary tea gifts, particularly for couples who enjoy exploring beyond traditional black and green teas. The tropical fruit and floral options in the Hawaiian tea tradition align beautifully with this category.
Iced Tea and Cold Brew Tea Gifts for Warm-Climate Couples
Not every tea ritual happens over a hot cup. For couples who live in warm climates, or who have fallen in love with Hawaii on a visit and want to bring that spirit home, cold brew and iced tea represent a growing dimension of daily tea culture that is worth celebrating with an equally thoughtful gift.
Cold brew tea is brewed slowly in cold water over several hours rather than steeped quickly in boiling water. The result is a smoother, less bitter cup that highlights the natural sweetness of the tea leaves. For Hawaiian teas in particular, the cold brew method does something remarkable: it draws out the tropical brightness and floral notes that can sometimes get muted by heat, producing a cup that tastes like the island itself on a warm afternoon.
Gift ideas in this category include elegant cold brew tea pitchers in glass or ceramic, loose-leaf blends specifically selected for cold steeping, and iced tea gift sets that include a pitcher, a strainer, and a curated selection of teas designed to shine at cold temperatures. For couples who love to entertain, a cold brew tea station setup makes a beautiful anniversary gift that they will use for guests all year long.
Hawaiian teas, particularly mamaki and tropical botanical blends, are exceptional candidates for cold steeping. The gentle extraction process suits the delicate character of these teas, and the resulting cold brew is refreshing without being sharp. If you want to explore this direction further, our resources on traditional ingredients for iced teas offer a deeper look at how Hawaiian botanical traditions translate beautifully to cold preparation methods.
The Hawaii Farm Experience: The Ultimate Anniversary Gift
Everything we have covered so far, the milestone-matched gifts, the curated collections, the subscriptions and equipment, all of it is wonderful. But there is one gift category that sits above the rest for couples who want to celebrate a truly meaningful anniversary: the farm experience.
Holualoa sits on the slopes of Mauna Loa at roughly 1,400 feet of elevation. The volcanic soil here is exceptionally mineral-rich, and the climate is what coffee farmers dream about: warm mornings that give way to afternoon clouds rolling in off the Pacific, cooling the air and protecting the coffee cherries from harsh afternoon sun. This specific microclimate is the reason Kona coffee tastes the way it does. You cannot replicate it. You can only experience it.
When a couple visits Buddha's Cup for a farm tour, they are not just checking off a tourist activity. They are walking the same ground where their coffee grew. They are seeing the trees, understanding the harvest, tasting the fruit before it becomes the beverage they reach for every morning. That experience fundamentally changes how they relate to every cup they drink afterward. The ritual becomes richer. The coffee becomes more meaningful. The gift becomes permanent in a way that no object ever quite achieves.
Our farm tours are designed to be genuinely educational and genuinely warm. We talk about the history of Kona coffee, the biodynamic farming practices we use to care for the land, the processing methods that bring out the best in each harvest, and the story of mamaki and other Hawaiian plants that share the farm. For couples who want the full experience, pairing the tour with a farm tasting creates a complete afternoon that neither of them will forget.
If you are curious about what our farming practices look like on the ground, our resources on biodynamic farming in Kona offer a window into the philosophy behind how we grow. And if you want to understand what a farm-to-table coffee experience really means in practice, that resource explains the full journey from tree to cup in a way that makes the farm visit feel even more meaningful.
For landmark anniversaries, we can work with couples and their gift-givers to create something truly customized: a private tasting, a guided harvest experience during the right season, a special pairing of rare coffees and teas with handmade treats from the farm. If you are planning a landmark milestone gift for a couple who loves coffee or tea, reach out to us directly. We love building experiences around celebrations.
How to Choose the Right Gift: A Practical Buyer's Guide
With so many options available, it helps to have a clear decision-making framework. Here is how to narrow down the right coffee or tea anniversary gift for any couple, any milestone, and any budget.
Start With the Ritual
Before you think about products, think about how the couple actually drinks. Do they brew coffee together every morning? Do they have an evening tea ritual? Do they tend toward bold flavors or delicate ones? Do they already own quality brewing equipment, or is their setup pretty basic? Do they drink hot coffee year-round or prefer cold brew in the warmer months?
The more specifically you can answer these questions, the better your gift will be. A couple who already has a beautiful pour-over setup and freshly roasted single-origin coffee on hand every morning probably does not need more equipment. They might love a rare special-edition coffee they would never buy themselves, or