Shyam gives a thought provoking insight of the the goods and services economy. Using coffee as an analogy for our industry as it starts as a commodity and transitions through a basic good to become a service to ultimately become an "Experience Good" (aka Starbucks) where the value one retrieves is based upon the experience they receive along with the actual quality of the product. The next step would be "Transformational" but apparently we have yet to see that in coffee.
JSYK...Lifeblue is an Experience Good:)