Today’s Guardian (London) featured a humorous (or is that humourous?) piece on Nespresso and its lifestyle magazine: Nespresso isn’t just coffee … it’s an aspirational lifestyle marketing exercise by desperate lunatics | Food and drink | Life and Health. What’s not to like about the dry and wickedly clever British sense of humor?

The author describes how purchasing a Nespresso machine required him to practically join a cult. All replacement coffee capsules for the device must be purchased through a “mysterious club,” and with it comes a lifestyle magazine “as hateful as Tatler, but with an overbearing and whorish emphasis on coffee pods bunged in for good measure.” Yes, photos of George Clooney accessorized with Nespresso capsules in the various rooms of his Lake Como mansion — to hopefully take some of the sting out of their exhorbitant prices.

The aforementioned coffee-as-a-lifestyle marketing tactic is apparently alive and well. But for a device that so yearningly exhaults the necessary simplicity and convenience of home espresso making, its product marketing strangely turns it into one of the most complicated, life-altering decisions any consumer should reasonably bear.

UPDATE: Nov. 27, 2007
Coincidentally, today Bloomberg reported on some of the obstacles Nestlé is facing in taking Nespresso from Europe to America: Clooney’s European Espresso Is U.S. Risk for Nestle (Update1) – Exclusive. George Clooney does not want his image used in U.S. advertising, and Europeans apparently spend three times as much making coffee at home than Americans — odd, given how much better the options are at cafés in Europe, despite Starbucks‘ ubiquity here. But as for the aforementioned magazine: “Nespresso claims the magazine has a bigger circulation than any other in Europe.”