Because: after Howell dropped out of Yale in 1967 (“the whole world was exploding at that point”) and met his future wife, Laurie, and moved to Berkeley and visited the first Peet’s Coffee, changing his conception of coffee shops forever; and after he then tasted a cup of lighter-roasted coffee made by the Bay Area Capricorn Coffees, which changed his conception of coffee further still; but before he moved to Boston and started his café company, the Coffee Connection, where he invented the Frappuccino and pushed light roasts and sourced single-origin beans when the whole world was drinking anonymous dark-roasted muck; and before he sold the whole kit and caboodle to Starbucks for $23 million in SBUX stock in ’94; and before ... He was, at the time, mostly preoccupied with the beauty and power of the psychedelic yarn paintings that the Huichol made as a part of their shamanic religious practices in those remote Mexican mountains. ... mostly they talk about his pragmatically mystical conviction that a higher truth of coffee exists, and that we can figure out how to get to it. ... These are boom times for fancy coffee. You can buy locally roasted bags of expensive Ethiopian varietals in small American towns, and every major city with a recently gentrified neighborhood is now home to at least one coffee bar serving pour-over made with single-origin beans and a small roaster setting up shop in a industrial brown zone near a canal.