Today's capitalism is an interesting beast. As this video points out, "it's not just what you are buying - it's what you are buying into." It's something bigger than a cup of coffee --- it's coffee ethics, free trade, fair trade, whatever whatever.
Thanks Lady A. for this video and this fine metaphysical note:
"In the very act of buying coffee, you're not just a consumer, but you're also buying your redemption from consumerism."