Tech's Tireless Obsession: Fancy Coffee

Vaporpath Inc. Viora coffee lids are arranged for a photograph in San Francisco, California, U.S., on Monday, July 7, 2014. Photographer: David Paul Morris/Bloomberg

Barry Goffe marketed business software at Microsoft for more than a decade, fueled by enough coffee to fill a hot tub. Java flowed so deeply through Goffe’s veins that he and his team of database marketers had specialty mugs made with Oracle-baiting slogans, which they gleefully handed out at the Comdex trade show in 2000.

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