The only café's I see around the bay area that are Speciality Coffee Association of America members are those that are long-established and shockingly up-scale.

The only café's I see around the bay area that are Speciality Coffee Association of America members are those that are long-established and shockingly up-scale. Does this study apply to newly founded coffee shops, or just the failure of existing ones? The analogy in the article is more toward newly founded businesses. Citation?