Amidst all the whining and complaining about how terrible it is there is one shining point:
They knew very little about the product they chose to base their business around. This is not unusual with coffee shops.
People kind of assume that because they make coffee for themselves at home, and buy their favourite “Brazilian Santos” (one of my favourite labels in knowledgeable coffee suppliers) to grind freshly, they believe they have the skills to produce a quality based retail product. It amazes me how few people in the industry understand what kind of knowledge is required.