Excellent mention of the coffee shop fallacy. I think you nailed the point perfectly. Coffee making is only 5% of running a coffee shop. Dealing with customers (i.e. sales and marketing) is the majority of the work. People can get coffee anywhere; they go to your shop because of the perceived value of your product. Coffee (and code) becomes a commodity. While there is some really brilliant artisanal coffee (and code,) the general public doesn't usually know enough to tell the difference.