Here's a great video by Malcolm Gladwell talking about spaghetti sauce but also mentioning coffee.
Malcolm Gladwell, author of bestsellers Blink and Tipping Point, gave a talk at the TED annual conference about a revolution in marketing that came from realizing that there was no one spaghetti sauce that was the best for all consumers. Instead, marketing gurus found that different customers preferred different spaghetti sauces -- extra chunky, hearty, garlic, basil, basic and parmesan, etc.
And the same applies to coffee, they found. People all claim they like one kind of coffee: rich, dark, bold. But when you actually observe what they buy and how they prepare and drink it, there's a wide variation.
I thought this might interest others.