I'm not in love with the final one. It's (perhaps) better than the start, but not much. And like David mentioned, it could be negative, depending on how you feel about SB's.
I think he overthought this one. I agree that it could have ended with "The best coffee you've ever tasted". He got into a "well, the only coffee that matters is coffee I've tasted, so..." but I don't see why that's a negative.
My guess is "The best coffee you've ever tasted" is way too simplistic to include on his blog as an example of smart copywriting. I mean, someone in the kitchen could have easily come up w/ that one, right? Certainly he can come up with better than that...
To me, that's sometimes the problem - "creative" or "witty" does not necessarly mean "better".
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