So with all the sciency stuff going on like discovering
gravitational waves in the space time continuum, I figured I circulate some
science myself. No, I am not a scientist. I have stated in previous posts, that
I am value based (if it adds value, great; if it doesn’t, dump it). So this is
how I classify science in coffee:
Hard science: This is when we are talking about TDS,
refractometers, Maillard reactions and such. It’s all the nitty gritty
numbers of coffee.
Soft science: yes, I know this is a dated term and no one
uses it anymore, but it still applies. This is where I would bucket all of the experiential
factors. How the environment affects the person tasting the coffee. How everyone
tastes things differently. These are all difficult to put a numeric value to,
but it is equally real to numbers.
I read the title of this article and, like I’m sure a lot of
people did, thought it was silly, so I clicked on it.
After reading through it, it made a lot more sense. Our
environment greatly affects how we experience specific things. Think of it this
way: if your shop is crazy, loud, abstract art on the wall, you will immediately
determine if you like this environment or not. Depending on what you decide, it
will color every experience within. Same thing if you walk in and its super
mellow, dim lighting and everyone is wearing turtle-necks. You might say the
coffee is good, but a bit too stuck-up (yes, I do hear this). Coffee can’t be
stuck-up. The environment can be stuck-up and that colors the experience.
I have not yet done the test to see if it affects my actual
taste, but I imagine it would. We humans are very prone to suggestion. That is
why I harp on baristas. A good barista can make an cup of coffee actually taste
better (and create more value) if they take the time to talk to people.
Try it out and let me know what you find.
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