When we talk about quality, we reason in terms of average, and by definition in the majority of cases the average never comes close to the maximum. We could say, if we make an average compared to the past, that coffee quality is now slightly lower, but consumers do not realize that, which I think is the most worrying thing; we should educate consumers to ask for better quality, so we can have a difference scale and thus a reward for companies who make quality products.

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