Honestly, I agree with you. My main concern is that I've known too many programmers with their self-esteem wrapped up in the idea that they're the world's grea

Honestly, I agree with you. My main concern is that I've known too many programmers with their self-esteem wrapped up in the idea that they're the world's greatest who would balk at any test that didn't end with being given a Turing award. Now, any business that can keep these guys out of your hiring pool is already a net positive, but it's also going to kill a disappointingly large part of your base. Also, while I agree that the coffee shop website doesn't require Donald Knuth, the hard part will be convincing the coffee shop owner that that's true. Especially with the meme that "A players hire A player; B players hire C players". It's just an issue of marketing. If your firm was promising a 40% programmer for $50k and mine was promising a 99.9% programmer for $25k, most of the hiring manager I've known would hire mine, despite my testing procedure obviously being crap.