I'm trying to arm people to see it as part of the reality of contemporary culture. I don't wake up in the morning thinking, sort what would i do with seattle's best coffee? That would be an interesting thing to hear about,. But i can understand why you why you're saying that. On some level, i am interested in what i would do with se Seattle's best coffee - but not if  it sold through at 80% crogers or whatever. You know, thike that part of it just doesn't connect with me. It has to do.