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Naaah c'mon man even Bulletproof would be pissed off at this article and Bulletproof is a self-parody.
Yeah, I don't know if I buy that really. I'm 99% sure that if I showed this to the "remarkable local roaster who operates quasi-legally out of a sick loft and specializes in light—but not too light!—roasts" that I know, he'd get a kick out of it. It seems all the coffee aficionados that eschew pompous coffee culture have their panties in a bunch about it, though.