After reviewing the homepage, I can easily imagine why customers might not want that brand of angry political messaging with their coffee purchase.
Maybe the pay-what-you want model wasn't the only problem?
https://heavytable.com/5-cent-coffee-at-wall-drug/
"5 CENT COFFEE AT WALL DRUG"
>The 5 cent coffee is located in multiple places within Wall Drug. There is no cashier — the customer serves herself. Dropping a nickel into a wooden box is all that is needed to pick up a ceramic mug to fill up.