Coffee, like almost everything else these days, is a sport. Everyone has a favorite team (or coffee making method or political affiliation or design style or TV drama or rapper or comic book), discusses techniques and relives great moments with other likeminded fans, and argues with fans of other teams. The proliferation and diversification of media over the past 35 years created thousands of new sports and billions of new teams. These people turned hard-to-find nail polish into a sport.
"Goldman Sachs doesn’t want its employees wasting their time waiting in line at the salad bar in its spotless, futuristic cafeteria, so it charges higher prices between 11:30 a.m. and 1:30 p.m. Diners enjoying treats like bubble tea and desserts from Momofuku outside those hours get a 25% discount."