Then you become a snob to big-chain coffee shops.
Then you start brewing your own.
Then you become a snob to packed pre-grounded beans.
Then you become too picky on the beans' roasting dates. Seeing a month-old beans can make you cry.
It's probably kinda like life. The more you go deeper, the harder to find depth. And you kinda feel that every thing, deep or shallow, are all equal like for nothing.