I work as a 3rd wave barista and I have a theory called the "Vanilla Theory." Basically it goes like, even if you spend time, money, energy carefully crafting specialty flavors with unique ingredients, blah blah blah, 80% of people are gonna just get a vanilla latte. It's simple, easy to remember, can't fuck it up, tastes good, don't have to think about it. I think it applies to everything from cocktails and food to music, video games, and movies. Your top quality, creatively engaging, well thought out products are aimed for the 10-20 percent of the population that really gives a shit about that particular thing. Everybody else just wants a simple vanilla latte.