How coffee chains like Costa lost the matcha generation

[Nearly Sane]

Though there are still increasing number of coffee shops, it's more that the growth has slowed, and there is some competition from different products.

https://www.bbc.co.uk/news/articles/c3dpjvy5em1o

[Aruntraveller]

Should I feel alarmed/dismayed/ashamed that this is the first time I have come across "Matcha"?

Also, did a real, actual person say this sentence: "A straight up latte isn't a treat, that's a necessity,"

[Nearly Sane]

Should I feel alarmed/dismayed/ashamed that this is the first time I have come across "Matcha"?

Also, did a real, actual person say this sentence: "A straight up latte isn't a treat, that's a necessity,"

I am guessing you aren't the target market.

I think the latte(r) comment was marketing speak which is a form of bollocks

[Sebastian Toe]

Should I feel alarmed/dismayed/ashamed that this is the first time I have come across "Matcha"?

I only came across it fairly recently.
I absolutely love it. A unique flavour.
Specifically Monin green tea matcha liquid concentrate.
In ice cold milk it's delicious IMO.
I drink it daily without fail!