Mug of Emacs twice as expensive as Mug of VI

One of those stores is a way to make money for a company. The other is a way to help contribute to a non-profit social movement.

Or if you're looking for a partisan response: emacs users have better paying jobs and aren't as worried about the price of coffee cups.

I read this as "twice as expressive" and was somewhat confused. Was thinking of how to write a snarky comment about how expressive != expensive but then reread the headline.