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@Mr_B
I don't see it like that. I see it as, 'We know our coffee. Try it without sugar, we reckon you won't think it needs sugar.'
As somebody who otherwise always takes sugar in their coffee, all I can tell you is that I think they're right. I can't tell you why, I'm not much of a coffee geek. I just really appreciate the otherwise-pared-down take on the shop - to me it feels like a response to the over-abundance of faff masquerading as service and hospitality across the rest of LA. It's a bit like a proper old pub in that respect. No bullshit; just walk in, drink up and fuck off.
Cities need coffee shops like this alongside the 'replica of my mother's front room' approach from Starbucks and co.