Time Magazine food writer Josh Ozersky has a great article about how angry this video from Blue Bottle made him. Just read his lead:
If you hate coffee snobs, or, really, just snobs, I urge you to watch the new Blue Bottle Coffee video, a trailer for the Blue Bottle Coffee book. You will take a kind of masochistic glee in how annoyed it will make you. I certainly feel this way. The cult of coffee, at least in its most puritanical form, is deeply alienating, even to me; for that reason, it strikes me as a telling fault line in American life… These guys see coffee not just as a hot beverage to drink in the morning, but as a way of life, an attitude toward the world, a spiritual direction and, most importantly, a passionate political statement about how to strive for a better world.
Which is why everybody wants to kill them.
The full article is a must read for anyone in the coffee industry… or for anyone who has dreamed about that snarky barista getting his comeuppance.