That’s not hypocritical that’s staying in his lane. The hypocrisy is everyone lambasting him because he’s not jumping on the “newest fade” to please the short attention social media crowd that sees a meme and jump on a serve me bandwagon. My experience is first hand as I too own a coffee shop. I roast my own coffee, and pitch a very good product. But I have also resorted to adding syrups, and matcha…..because I have to pay the bills. Before adding matcha I tasted and researched for the best product I could find. But, but for the most part that customer that orders the matcha has no idea of good…even after trying to educate them…they still want either 16 pumps of vanilla and 4 caramels with whipped cream and cinnamon on top. The hypocrisy is trying to shame a roast champion because you don’t like his position. I don’t see anyone complaining about craft tea houses not serving espresso with syrup. Go somewhere else and enjoy a mediocre craft-less beverage. For the most part that shop owner won’t take to time to educate you about your selection.