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By Brett Rosner, WSB-TV

ROANOKE, Va. – It’s a small gesture that is making big waves across one city and rippling across the Internet.

A coffee shop in Roanoke, Virginia posted a sign that read:

“One small coffee”

“One small coffee, please”

“Hello, I’d like one small coffee please.”

Customers who were curt and rude actually paid more – much more for a cup of coffee.

The owner told WDBJ-TV that at first he was trying to be funny, but now realizes it’s his part to help make this world a better place.

“I decided because I need to solve all the injustices in the world to start charging more for people who didn’t take the time to say hello and connect and realize that we’re all people behind the counter,” said Austin Simms, CUPS Coffee & Tea.

People have flooded the shop’s Facebook page, posting links from websites around the world and complimenting the shop’s kind message.

“Love this! The more polite you are, the less $$ you pay for coffee,” one person posted.