Well, they do make a decent cup of coffee, but I would wager that what made them special (for me) will be tougher to pull off at scale. Every time I walked into

Well, they do make a decent cup of coffee, but I would wager that what made them special (for me) will be tougher to pull off at scale. Every time I walked into the Philz on the way to the office, the (same) guy behind the counter (a) remembered me, and (b) asked me what I didn't like about my last coffee. And then, using some sort of caffeine-science, he managed to figure out the right combination of blend, milk, and sugar to produce something truly wonderful. Doing that at scale will be tough. Do-able with technology to be sure, but the human element made it very special.