There is an epidemic among the coffee scenesters. It's all about being hip these days. It's about who can build the cafe to outdo everyone else with the bar setup, the style, the equipment, and the after party. Doing it well is not as important as being the first to do it. It's about who can wrap themselves in the coolest sounding farm-like names, the hippest T's, or serve the most expensive coffee regardless of whether it's actually worth the price.
It's funny because the old third waver punch line is a not too subtly ironic, 'it's all about the coffee.'