I think you have tamped the nail on the head, Gonzo. You read articles about 'rockstar baristas', etc, EMO's basically being pumped up to a level beyond what they are. In my mind, comparing them to wine, their job should be similar to that of a sommelier (in a way), but are often talked about as if they are wine makers. At the end of the day, and I think as FC said, coffee is a processed beverage, where the end supplier of the product is heaped praise when they, heaven forbid, provide the customer with what they asked for - an espresso! In the end, it appears that the standard EMO screws up the process, and those who achieve bare minimum are lauded as gods. Why? Because the McMarketing machine of the coffee heavyweights (and we all know who they are) are painting the act of having 30 mls of hot liquid as a sublime cultural experience, akin to skiing Bamf, shopping in Milan, and having a Viente Double Mocha Coconut Skim Decaf Latte at Starschmucks. Having ranted all that, it is also in part the fault of Mr & Mrs Genericwannabe who think that life is epitomised by a cardboard takeaway cup in one hand, and a colour screen mobile phone in the other (obviously wearing either the generic striped shirt/'manufactured faded' jeans or tight, off shoulder top/low cut pant ensem) who's only purpose in life is to garner as much as possible. The one thing I would question Gonzo on is his choice of beer. Obviously, given that Reschs Smooth Black Ale is no longer available, why wouldn't you go for Tooheys Old/Carlton Black? But that just wouldn't be fashionable, would it? P PS Gonzo, I truly question the integrity of your cynicism! 8)
