Misceo was not created for the masses. It was created for people like yourself, someone whose appreciation for life's finer things comes from taking the time to stop and smell the coffee. Why? Because life's too short not to...especially when it comes to anything coffee So why do we mean you and not those aforementioned "masses"? Simple. Because masses prefer the the low-impact, instant gratification stuff -also known as "the crap over the craft". That's why masses could never imagine enjoying a coffee liqueur "straight up". To them coffee liqueurs can only be enjoyed when the flavor is masked (as in diluted beyond recognition) by the likes of milk, cream, vodka, juices, etc etc. Then again, considering what most coffee liqueurs taste like, they may actually be on to something.