Thank you for posting this article and for the discussion in language that is easy to understand. Sometimes I need subtitles in "coffee -geek" (no offense!)
There seems to definitely be two worlds here: commodity coffee and specialty. There is little chance the grocery stores, Tim Hortons/Mcdonalds etc could send out their trucks every day loaded with the coffees that smaller farms could produce. Charging $4 a cup with a donut simply would not be tolerated. Even with Starbuck's volume I dare to say is questionable compared to the what we in the specialty coffee business say is our standard.
The demand is here for humans to need coffee beans "as we know it", but the industry is changing. Fair Trade means little to those in the know. Direct Trade is more meaningful but it takes a while to explain it. Certainly won't happen at a drive through!

Getting folks to pay the premium for the good stuff only comes at the small roaster/café level. Fortunately lots of people like this in their neighborhood, especially if the café has wifi.
Cheers!