Hello, WRT the article Intel posted, well Italians love it the way they make it, fine. It's cultural, just like how kopi-O will always be a main staple here in Singapore/Asia. But to me, most robustas and the way they are roasted for kopi-O etc. just tastes like burnt rubber. I just find third wave coffee inherently more interesting (note, I didn't use more right, I just said more interesting) because you get lots of subtle flavours from coffee whether it's espresso or handbrew and you get to experience what the bean has to offer instead of plain ol' heavy body, chocolate/nuttiness etc. And it's exciting because the roasters work with the farmers to get the kind of beans/quality they want, read "God in a Cup", it really shows you the extent the big 3 (Intelligentsia, Stumptown, Blue Bottle) went to get a more interesting cup of coffee.
I have nothing against heavy body espresso that just tastes like how coffee would taste like, but I feel that it'll be a waste not to try other varieties not from Sumatra or Costa Rica (i.e. the really flora Africans), even from local roasters (but pity most espressos here are made for the local palate which is still evolving, so they tend to be pretty 'safe' in a sense, and you'll hardly find any single origins).
As for things like Blue Mountain/Kopi Luwak etc. I find it's more commercialisation/branding than anything (much like the article where Intel posted showing how it's mostly machine sales that drive the coffee industry in Italy). It all boils down to taste. And even though you buy some fancy coffee from a speciality coffee place that lists origin, farm, lot, altitude, type of processing etc., JUST because it's traceable DOES NOT mean it's good and vice versa.