>> "Blue Bottle has worked really hard to develop a reputation of really really caring about coffee, from farm to cup" That's great but how many people (apart

>> "Blue Bottle has worked really hard to develop a reputation of really really caring about coffee, from farm to cup" That's great but how many people (apart from people trying to seem hip) really care? To the vast majority of people (those who get coffee at home/Starbucks/local cafés) it's a cup of coffee. Nothing more. They couldn't tell the difference between a $1.50 cup and a $6 cup and even if they could they'd still go with the $1.50 cup.