A third wave of coffee connoisseurs is washing over America. Artisan coffee producers, such as Stumptown, Intelligentsia, Counter Culture and Blue Bottle, have pored over their beans, roasts, and brews to steep the most awesomest coffee drink you will ever taste. Fast Company’s Danielle Sacks describes the reaction some coffee evangelists received somewhere in New York.

Staffers begin wandering over to taste coffees with names like Brazil Samambaia and Three Africans. A few are coffee snobs, and for them it is a moment of vindication. A thirtysomething in a chambray shirt expresses delight at the prospect that his company might ditch the pods in the office kitchen in favor of Stumptown, which he brews at home. For others, the experience is more like an awakening, when they taste the refined brew for the first time. “I’m a coffee guy,” declares a silver-haired exec in khakis. “I drink Dunkin’, Starbucks, Tim Hortons–not the deli stuff,” he says, echoing the sentiments of many of America’s 100 million coffee drinkers. The woman from Joyride hands him something he never orders: a cup of black coffee. “It’s pretty smooth,” he says, surprised by how good a naked cup of coffee can taste when it’s made with artisanal care. “This is really good,” he confesses, taking another swig, “even without milk.”

I believe I almost had a great cup of coffee like this once, but I didn’t want to spend the money on it. This article says these wonderful coffee lovers want us to spend $7/drink. It may be awesome, but they aren’t going to knock out K-cups at that price. (They probably wouldn’t approve of my home brewing anyway.)