To Waggoner-
The reality is that in today’s 3W, it’s readily acceptable (even required) to dismiss and trash the likes of Carmichael and Milos simply because they offer a different stance than that acceptable to 3W dogma.

I think Givens stance is correct. Regardless of whether or not Sprudge is a “tabloid” consistency and transparency in advertising and promotion is a cornerstone of reputation for any publication/media outlet.

With regards to the TSG Investment group, I just think it’s a shame that they weren’t sniffing hard a couple of years ago when Ecco Caffe was on the lookout to make a change. We constantly bemoan the lack of mainstream interest in our niche of specialty coffee and now decry the “sellout” of one of the 3W mainstays. Truth is that if a deal is structured correctly, the TSG investment could lead the way towards greater outreach, preaching and penetration into that same “mainstream” market we’ve been saying we’ve wanted access.

I think of the “real deal” coffee roasters (Intelligentsia and Stumptown), it is Stumptown that has the best chance of penetrating the mainstream while still remaining true to that core “punk rock” style that has made it the darling of 3W.

Of course, the tricky part that Duane, Aleco, TSG, et al will have to walk is the fine line of remaining “core” without creating an amusement park facade as they expand into the mainstream market. But I’m reasonably sure that Duane is hardcore enough to “keep it real.”