C'était tellement le binz dans la cour du collège avec les magic 😂

Ah mais ça c'est bien trop cool ! Merci Doc 👌👌 !

A aucun moment on à parlé de taxer la valeur de l'entreprise ...

I thought so too, and it seems that this nonsense has been commonplace for several years now...

#EspressoFeed #CoffeeLovers #SpecialtyCoffee #CoffeeSky #CoffeeNerds #CoffeeFeed

And the most dangerous part?
It works — not on the coffee, but on the audience.
☕️🔬✨

Behind the foam lies the real issue:
The colonization of scientific language by emotional marketing.
Selling sensations dressed up as science.

Soon we’ll see “vibrated” tea, wine, oat milk — maybe even anti-aging water.
Because if it works for espresso, why not for life itself?

This is how pseudo-science spreads:
a) turn a show performance into “proof,”
b) make it emotionally compelling,
c) repeat it through influencers until it becomes “common sense.”

In other words: faith wrapped in lab talk.
What once defined specialty coffee — rigor, transparency, measurement — is now diluted by new-age marketing.

It’s textbook pseudo-science:

- Vague jargon (“energy field,” “molecular dynamics”)

- Anecdotal evidence (“we tasted the difference”)

- Misused metrics (ORP = “proof”)

- Argument from authority (“champions use it”)

- Post-hoc reasoning (“we don’t know why, but it works!”)

Example from Apax Lab, a water-mineralization company partnering with Waved:

“When water is exposed to controlled energy, its hydrogen-bond network changes, making it more efficient and sweeter.”
No data. No reproducible protocol. Just vibes.

After the victory, the brand instantly capitalized:
“If it wins in competition, it must be true.”
Cue a marketing avalanche — influencers, roasters, and brands now repeat the story without ever questioning its scientific basis.

The company behind it: Waved
Their promise? “Better beverages through electromagnetic waves.”
Their product: a “Wavemaker” that emits low-frequency EM fields to make water more “dynamic.”
Their vocabulary: pure quantum wellness.

Tiens je suis en train de regarder ça 🤣🤑 : youtu.be/4VI0Rjmvof8

And you're right, it's mainly the storytelling and the high quality of the coffee that counts...