Today’s Daytona Beach News-Journal cited a 2005 SCAA study in reporting that, “The coffee market is booming and expensive brands are the ‘in thing,’ but workers who drink coffee on the run say the less expensive ones stimulate their taste buds just as well as the others.”: Coffee fans fill up on taste, location — Daytona Beach News-Journal Online — Business.

The story here is that coffee consumers are concerned less about price and more about flavor and convenience. And as for those who prefer their coffee on the run, I’d argue that they’re predisposed (genetically or otherwise) to not notice much of a difference between coffees. Enough people buy, and enjoy, the Franzia box-o-wine (“The World’s Most Popular Wine”) where I question how discerning their palates must be.