Jobs taught people to need things they couldn't even imagine, much less know they needed. Sugar and caffeine operate at a more basic physiologic level.
That is the essence of marketing isn't it--get people to buy things they don't need for more money than they should have spent.
Starbucks is the same way--you can get sugar and caffeine for 70 cents at McDonalds, and it's better tasting coffee, but some a-holes insist on paying five bucks to the liberals at Starbucks for the same thing.