The point I really liked about that video is that decaf drinkers are probably the most passionate coffee lovers. We're drinking it for ONLY the taste/experience. It's a shame coffee roasters and coffee shops tend to not take it seriously. I know when I'm traveling I often want to stop in a coffee shop and get a nice decaf and relax for a bit, but most shops make it pretty clear it's not going to be a good experience by not putting any effort into featuring/caring about the decaf options.