I suppose they could always brand it Joe or something (although predictably, "Joe" has been trademarked by someone -- perhaps an attorney? -- in connection with coffee...so be careful). The bigger impact to the coffee industry would be if they get the flavor profiles right to appeal to the mass market, if it can be manufactured and distributed with such incredible margins for the company itself as well as for its resellers that adoption by major channels (think McDonalds, Whole Foods, etc.) mushrooms like crazy, it could displace some of the traditional coffee industry/ecosystem if the cost disparity is too great. Then if the efficiencies of scale are reduced for the latter, the cost disparity might widen further (especially if global warming and unseasonable hailstorms do their thing to coffee crops worldwide). Vicious cycle.
Now the FDA will need to be involved, since this is a new food product, and it will contain caffeine. But I wonder if that could provide an opening for more direct regulation of coffee itself. It would beg the question, anyway.
And if Nestle or someone like that just outright purchases Atomo, they'll probably be able to take care of those pesky details.
LMWDP # 577