The place opened in 2005 in the hippest spot in town – Valencia Street and is a fair-trade coffee shop. The owners buy beans from farmers and roast them themselves. The staff is very serious about the job - they're not just baristas but the ones to make the cup of your life. Once I saw a naive tourist girl ordering a Frappuccino and being really surprised to hear there is no such drink. After awkwardly mentioning Starbucks she faced the moment of mockery and silence and heard -"so, go to Starbucks, as here we serve the real coffee."