"The point is, this is what happens when advertising and data collection is the dominant business mode. We are encouraged to be compulsive. It's not that we're terrible addicts who need to go to an AA meeting and get off our gadgets."

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Coffee, she'd discovered, was tied to all sorts of memories, different for each person. Sunday mornings, friendly get-togethers, a favorite grandfather long since gone, the AA meeting that saved their life. Coffee meant something to people. Most found their lives were miserable without it. Coffee was a lot like love that way. And because Rachel believed in love, she believed in coffee, too.

— Sarah Addison Allen