Two points here.
1. The $15 initial price includes shipping, which compares with the $17 charged by Blue Bottle with shipping. (After the $1 Locol coffee, I also expected a lower price. But this is to get them started, and they say the price will come down if they get enough support.)
2. Tony and Sumi never "randomly" blended anything. They are judicious buyers, roasters and cuppers. For those who want the information, the specific farms are at the bottom of the bag label (at least on the one on the Kickstarter page). Part of their strategy to keep the Locol prices down and quality up was to buy smart and good. They seem to be working on a higher quality level here, but I expect the strategy is the same.
Good Fast Company article here: https://bit.ly/2GjLign