To those who've never tasted coffee good enough to enjoy without additives, I challenge you to seek out good coffee and enjoy it unadulterated. For those of us who are in on the big secret of really good coffee, our challenge is not to forget about people on the outside of our world. It's easy for me to forget that my expectations for a cup of coffee are very different most people's expectations. We need to remember where they're coming from so that when they walk through the door of our coffee shops they don't just walk right back out with the same definition of coffee they came in with. We must welcome them into our great secret!