Wow this article speaks to me. I was staying with an old friend on a visit up to Canada where I also grew up. I asked for coffee in the morning and he handed me a jar of Tim Hortons Instant coffee crystals and a kettle. He said he prefers it. I live in Palo Alto now and was used to picking up Blue Bottle every morning. Since that morning I switched to instant. I took home 15 jars of tim hortons instant coffee and have done so every visit back to Canada