Some opinions from a coffee farmer and coffee drinker...
1. Not all coffee has the same effect on people. Some coffees are less acidic than others and have different chemical profiles. As an experiment I serve my coffee after dinner to guests and have found that almost all are able to sleep well with no midnight insomnia. I don't know if I've created the response by telling them it won't keep them up, but it works. My wife gets the shakes from SB and some other brands, but is fine with our Kona. Not entirely scientific, but interesting nonetheless.
2. Coffee doesn't have to blow a hole in one's budget. A really good coffee (such as an Estate grown Kona Coffee) is close to 50 cents a cup if brewed at home. I see the retail coffee drinkers paying 600% what they should at $3.00 for a flavored, dairy-ed, sugar laden cup.
3. Just like knowing your farmer, the closer you get to the source the better the quality and lower the cost. Having a high quality origin coffee fresh roasted and brewed right is not only extremely affordable, it has a flavor that is hard to match. A real wow factor when people taste it. No alterations needed to make it palatable.
4. I maybe drink a little too much coffee, but I view it as supporting the industry. I enjoy tasting other coffee and will drink a SB brewed, but always black. The way I see it, just because I'm not riding in my Ferrari, doesn't mean I want to walk.
Aloha