November 28, 2012

This is Not a Sale

Things are often rather simple; sometimes so simple that we never believed it could really be that easy. Occam's Razor works in scientific theory; but we want complexity, an answer hidden like a pot of gold at the end of our own private rainbow.

In coffee, we want a new brewing technique or apparatus that allows us to reach previously impossible heights of body, clarity, character, and flavor. And while ambition is not to be discouraged, I think we forget, too often and always to our detriment, that it's mostly about the bean. We shouldn't forget the level of minutia we indulge in when we ponder other things.

So remember that, this... Cyber week? Or whatever we're calling it. Buy some cool shit if you want, if you really want new gear. Support sites like Espresso Parts that do our industry a service by their existence and quality of stock - they deserve it. And of course, don't forget your local cafe, many of which provide supplies for the home barista - and awesome service as well, I'm sure.

You'll be supporting the economy or something, which is a thing I guess we're supposed to do, right?

But don't, please, buy stuff just to buy stuff. Don't burden your already cluttered counter with another gadget that you'll play with once, and subsequently condemn to a lifetime of ignominious dust gathering. You don't need more anything; and in any case, if you work in coffee, you probably can't afford anything either.

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