That was the title of a thought-provoking article in the N.Y. Times yesterday. They were reporting on university research that showed rituals, almost any rituals, enhanced the flavor of what was about to be eaten. Theories about why this is suggest that it has to do with focusing your attention on the food and the anticipation that develops while the ritual is being performed.

Obviously, from cupping to pourover spirals, rituals abound in coffee making. H-B has contributed its own cornucopia of espresso rituals. So, how much is in the mind, and how much is in the cup? Or as Peter Giuliano has blogged, it's not just what's in the cup, the cup matters, too.

NYT Article: http://well.blogs.nytimes.com/2013/08/0 ... /?hpw&_r=0
Peter's Blog: http://petergiuliano.tumblr.com/

When explaining my enthusiasm about coffee to my friends and family, I have often said that even if a super auto were capable of making as good of a shot as I can make, I still wouldn't want it. I think the ritual involved in making coffee (or anything else for that matter) gives you ownership of what you have made, and therefore you will be biased to perceive it to be better tasting. Like how my mom thinks I am the best looking guy on the planet, but unfortunately there are many girls that would disagree.

One of the most interesting quotes in the original article to me is "watching someone perform a ritual, say removing the wrapping on a wine bottle and uncorking it, does not heighten a spectator's relish of their glass of zinfandel - only the pleasure of the bottle uncorker is enhanced." It's interesting to think that maybe the ritual involved in pour-over coffee benefits mostly the barista and not the customer, but in the home-barista's case they're one in the same.

The prolific Dr. Vohs actually hit the headlines twice last week:
http://gma.yahoo.com/einstein-clutter-g ... ories.html

Dang...