I am skeptical about a lot of things, in fact someone who was presenting an MLM opportunity to me once got frustrated and lashed out at me because I was asking too many “negative” questions. The recent news of a major instant coffee manufacturer investing to make it’s coffee supply “100% responsibly sourced”, it might actually be helpful for their partner farmers, but it could also be them doing excellent research and marketing about some of the factors why people prefer specialty coffee. I doubt they will actually invest in good tasting coffee, so they concentrated on something they can control – “responsibly sourced” coffee. Again, I’m just a skeptic and that is just my opinion.