We’re the ones who keep creating, replacing, Kickstarting, and spending top dollar on ever-more-specialized equipment, even when it differs from established products only in arbitrary or purely decorative ways that have no discernable effect on the actual coffee (except maybe prolonging the process of making it).
We’re the ones who obsess over every little detail of brewing technique as if they matter much more than they really do, making good coffee ever more alienating and confusing to casual coffee drinkers who don’t have time to study and fuss over it as much as we do. […]
Maybe we’d get some of the Keurig fans to use our methods if we weren’t so pretentious, wasteful, expensive, and inaccessible ourselves. […]
Our obsession with gear and “rituals” is only distracting them — and us — from the real problem: old, mediocre, or badly roasted beans.