I hear what he is saying about the fetishizations of coffee culture, but coffee is part of a joyful ritual in my life. You could just as easily say the same for tea drinkers.
Keurig is ridiculous, however.
I'm about to take a lease on a space April 1st and turn it into a coffee shop.
There isn't a coffee shop anywhere close to my house so instead of opening a bar I'll open a coffee shop in the neighborhood which I am living. I haven't worked coffee in about a decade but when I did I had some of the best training that was available short of working for one of the coffee shops that prides itself on winning competition medals.
I'll be talking about this more in the future but for the moment not much more to say.
I don't fetishize coffee but I'd like to be able to get a decent cup of it where I live.