The term “prosumer” was coined by American writer and futurist Alvin Toffler in his 1980 book The Third Wave. Though Toffler was alive during the proliferation of the coffee industry’s so-called third wave (he died in 2016), his book has nothing to do with neighborhood cafés transitioning from grungy gathering places with names like Kewl Beanz to minimalist cupping labs replete with white subway tile, reclaimed barn wood, and mustachioed caricatures of urbane liberal arts grads.
Initially the term was purposefully vague, referring broadly to a class of citizens who “ … consume and produce value, either for self-consumption or consumption by others.” It’s since been co-opted by irksome gearheads like myself as a mild pejorative for high-end gadgetry that’s a price class above that which the commoner can afford, but still well below the threshold of what anyone who uses said gadget for a living would ever consider adding to their toolkit.
It’s unsurprising that the coffee industry is plagued with prosumer gear that’s aggressively marketed toward caffeine addicts who are excited about doing their neighborhood comparative studies major’s work for them in the comfort of their own home.






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