I agree, its a coffee chain. It has to be hype and marketing. Does this coffee company have patents on a new roasting method that scales, or some breakthrough t

I agree, its a coffee chain. It has to be hype and marketing. Does this coffee company have patents on a new roasting method that scales, or some breakthrough technique to save on logistics? It seems like it's only a play on perception and hype. From 2012 http://www.trueventures.com/2012/10/10/welcoming-blue-bottle-coffee/ http://www.trueventures.com/2012/10/10/welcoming-blue-bottle... "We’re also pleased to announce that Bryan Meehan, a good friend and an accomplished entrepreneur, has joined Blue Bottle full-time as Executive Chairman, contributing his significant expertise to all areas of strategy, marketing and operations. Bryan previously founded, grew and sold two premium specialty retail chains that share key similarities with Blue Bottle: 1) Fresh & Wild, an organic supermarket chain acquired by Whole Foods in 2004; and 2) Nude Skincare, a luxury natural skincare company acquired by LVMH in 2011."