This is a great discussion, because with all the options we have now-a-days it's almost a quandary to go one place over the other. I think the end result is just being aware of your own experiences you have with any cup of coffee, I just want to provide that in my own addition to the coffee culture! So to add my part, I am starting with on the shelf stuff and going to indie stuff from there. I think it's a unique thing to have a giant company produce coffee and contrast it with some local, home brew bean, it can give you an appreciation across the whole spectrum.