[nopassrecover]

What would the world be like if an identity-associated (and seemingly ego-threatening to others) label was not a requirement to get access to a consumable good that made a material impact not only on an individual’s wellbeing, and life-time outcomes, but even for those who value this more, value to the economic and capital and social system.

Like imagine saying you need to spend thousands in proving to people that coffee is something that would help you get a pep in your step at 3pm on Wednesday to be able to get your morning latte.

Or to reframe this, why does everyone care so much, especially in an era when we’ve given up so many other values and multi-generational investments at times in a baby and bathwater sense.