It's genuinely good coffee; they carefully maintain their brand (in order to sell blue bottle, you have to pass tests; you can't sell it ground; their trainers

It's genuinely good coffee; they carefully maintain their brand (in order to sell blue bottle, you have to pass tests; you can't sell it ground; their trainers will show you how to make good pour-over); good marketing and salesmanship; they showcase interesting ways of making coffee and the different flavors you get from them (pour-over, chemex, siphon; kyoto iced).