Ivan Meetin, 28, has reversed the assumption that one pays for coffee and treats at a cafe, by creating a cafe where the food is free, but it’s the time you pay for.

Great example of reverse assumptions: http://www.npr.org/2013/01/10/168632183/rubles-for-minutes-not-mochas-at-russian-cafe-chain

Article on NPR, by Corey Flintoff, January 10, 2013, accessed by Zvezdana on 1/10/13

“Ivan Meetin, 28, has opened nine Clockface Cafes in Russia and Ukraine. He calls his entrepreneurial experiment “the social network in real life.”

“You pay two rubles a minute for the first hour — slightly less than $4 an hour — and then one ruble per minute for the time beyond that. Any time after five hours is free — so you can never spend more than about $12 per person.”