yes, this headline is a perfect example of Maciej's recent complaint: "The other part of our exponential hangover is how we build our businesses. The cult of growth denies the idea that you can build anything useful or helpful unless you're prepared to bring it to so-called "Internet scale". There's no point in opening a lemonade stand unless you're prepared to take on PepsiCo."

Why not back this company to, you know, sell good coffee and be a success on its own terms?