Wait for the Folgers backlash. I'm calling it now... in 18 months the cool thing will be Folgers crystals. Old school. Hip. Comes in a can, not a non-recyclable bag. You heard it here first, Hubski.
You missed how the author is not only pushing his brand, he's linking to his own press and talking about the book he's writing. Sorry, $1 coffee is not a fucking revolution. It's been on the Value Menu of every fast food restaurant that makes coffee. I can also say from experience that of the five roasters in LA I tried, four are shit.
Normally, the highest profit margin in a restaurant.....brewed Iced tea. Would be coffee if everyone didn't add sugar and cream and use a disposable stir stick etc. Grabted, one doesn't take GP margin to the bank, you take GP dollars and therefore, it's kinda moot, but still an interesting tidbit.