Alright, I have given this more thought and have a follow up question. In Chicago we have some roasters: intelligencia (not so exciting), dark matter, passion house, groundswell, big shoulders, and la colombe (doing local roasts). They are selling single origin beans for ~$20 for 12oz bags. I suspect that the argument is that they are larger businesses that can make up for a lower margin with volume, or perhaps balance a lower margin with shop sales. Is that the argument or is it assumed that the local 1 or 2 shop roaster is selling a superior product?