This happened in DC in 2007. The long story is here: http://goo.gl/bEQvk
The short story: a violin virtuoso (not the grinder) who had played a sold-out concert not long before, played a 45 minute set in a DC metro stop. Only one person recognized him, most folks simply carried on through their day. The folks putting this on were mostly concerned about our ability to appreciate art in our lives, etc etc.
It strikes me as a relevant metaphor for much of our progressive coffee industry; we’re trying to make something lovely within an existing context, where expectations are already set up. The music is excellent and superbly performed, but it needs to be presented in a context in which people are prepared to appreciate it.
We make good coffee. What we need to do now is make good contexts..