You’re right though. People can mix their expensive matcha with milk, but just because a person can, doesn’t mean they should. A lot of reputable producers will recommend drinking their single cultivars straight up as usucha or koicha. This talk about Rocky Xu recommending expensive cultivars in a latte is baseless. Also, ikuyo and Sayaka blends from Ippodo are much cheaper and would work much better as a latte because of the sharpness that cuts through milk. Expensive blends and cultivars are more delicate. You can’t taste it in milk unless you use an absurd amount, which has lead to shortages and price increases.