toast76, lots of people open coffee shops because they're seduced by the dream of hanging out in a cute little cafe all day. They aren't necessarily dedicated to putting the best damn coffee on their customer's tables. More importantly, they neglect to richly imagine that other crap that comes with running a coffee shop.

I wrote an essay a while ago, very similar to this one, only I cited people who actually fell prey to what I called The Cute Little Café Syndrome:

http://unicornfree.com/2011/dont-follow-your-passion/