Coffee, like almost everything else these days, is a sport. Everyone has a favorite team (or coffee making method or political affiliation or design style or TV drama or rapper or comic book), discusses techniques and relives great moments with other likeminded fans, and argues with fans of other teams. The proliferation and diversification of media over the past 35 years created thousands of new sports and billions of new teams. These people turned hard-to-find nail polish into a sport. These people support Apple in their battle against Microsoft and Samsung. This guy scouts fashion phenoms on city streets. Finding the best bowl of ramen in NYC is a sport. Design is a sport. Even hating sports is a sport; people compete for the funniest “what time is the sportsball match today? har har people who like sports are dumb jocks” joke on Twitter. Let people have their sports, I say. Liking coffee can’t be any worse than liking the Yankees, can it?

Right on.

We get what we click on. Alas, we also get what others click on. And society does a poor job of marketing productive media to itself.

We get what we click on. Alas, we also get what others click on. And society does a poor job of marketing productive media to itself.

We get what we click on. Alas, we also get what others click on. And society does a poor job of marketing productive media to itself.