Cafe Grumpys $12 cup

I was just reading an article about how cafe grumpy is serving a $12 cup of ethiopian coffee.

The video in the post talks about coffee that "never touches the ground" and other over romanticized marketing terms, but the description of the flavor profile sounds good.  

My question is: Is there anything special about this coffee? or is it just cafe grumpy trying out some shock value marketing technique? 

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