Can you trust my reviews?

[@jameshoffmann]

I just want to add a kind of clarification. I think criticism is hugely useful, but for it to work you need a diverse range of opinions. Tech KZbin has lots of big or substantial channels with lots of different opinions. Coffee KZbin doesn’t yet have that, but things are changing. I’m conscious that one loud voice in terms of criticism can have a warping effect. Robert Parker was a very successful wine critic but so much so that producers started to make wines to please him - which had negative impacts on diversity and on consumer choice. If you liked what he liked then great, but if you didn’t then wine got less fun and interesting. I’m not claiming to have his level of influence but I believe in trying to learn the lessons of the past. This is what I meant when I said I didn’t want to get involved in gatekeeping. In addition, I do have a conflict due to my work with Taika. Product/equipment reviews aren’t going to change in any way.

[@ashmash1934]

I love you and your content James, but don't let your pursuit of integrity lead you patronise the consumers of your content. I, for one, care only to see the best that you can find and the best on offer. If you have a conflict of interest and are pimping your own product then just be clear and honest about that and leave me to be the judge. I would rather that than have you omit great kit for some false notion of maintaining the integrity of your channel. Have some faith in us to have already made some judgement about your character and credibility James. Many of us have watched enough of you to feel we have a good sense of your level of honesty and we don't need you to protect us from anything, we're big boys and girls. Just stay honest and we'll continue to respect and watch. I agree with not punching down in reviews, but not you not reviewing your own stuff. Thanks for all you do sir, but don't hold back and don't think I won't know if I'm being sold to rather than informed.

[@adriaticbatman]

Turkish Coffee: any plans to cover this amazing coffee brewing technique...

[@AndyRichter1991]

Dude, you're a good chum and personally I appreciate your contents.

[@jameshoffmann]

Turkish coffee is high on the agenda

[@jameshoffmann]

@nathan colin - I don’t want to think of it as underestimating you/the audience but I do know manufacturers watch this stuff and I can impact them. As for my own biases - I do my best to talk about the ones I’m aware of, but there are those I don’t see.

[@Az-jt2zp]

2:43 - "I want people to enjoy coffee more" - Well Sir, you have succeeded, your passionate and very depth videos have made me excited about exploring the world of coffee more and more. I've been trying different brew methods and now always order fresh roasted beans from different roasters every time i need more coffee (funnily enough, my last order was from square mile :)). Thank you for all your videos!

[@darielle3]

It is also refreshing not to hear a KZbinr constantly talking about, "liking this video and subscribing. DOn't forget to hit the notification bell" bullshit.

[@FrodeForhammer]

An absolute rarity to see a person being this open and honest on KZbin. really delightful to see James' reviews!

[@clewstah]

I whole heartedly agree. :)

[@RobPirieCedarOtaCoffee]

Completely agree!

[@judithpang1657]

Yeah, you are right. He is one of a kind. :)

[@neilbroome6880]

Is it James’s reviews? Or James’ reviews or jame’s reviews? Any grammar experts know?

[@MegaChickenPunch]

@@neilbroome6880 James’s

[@tomasmafia5541]

What I expected to learn when I started following JH: coffe What I learned: values, ethics, empathy, curiosity, transparency, passion. Hope you read this, I think you are a person of enormous value (although I just know you through your KZbin content and one might argue you get to choose the nicest light and script the better text I believe a lot of your admirable traits shine through). Thank you for putting in all the work and out all the content they way you do. Looking forward to meeting you someday 🙏🏼

[@carolinalima4326]

So you’re reviewing your own reviews

[@jameshoffmann]

What's the point if it isn't meta?

[@carolinalima4326]

Fair 😂

[@mikeharris420]

Review-ception 😂

[@jacquesdemolay5171]

He's stolen my idea of posting videos reviewing James Hoffman reviews. James wins again.

[@PanchromaticNoise]

Can we trust his review of his reviews?

[@brpeak4568]

I have been drinking coffee since high school, going on 20 years now. This channel has single handedly taken me from "just give me a cup of whatever sludge you have on hand so I can get on with my day" to truly enjoying the process if making an excellent cup of coffee. I send people here as a means of finding excellent coffee education, and will continue to do so thanks to videos such as this one. Well done, James.

[@Gluodin]

Short answer : Yes Long answer : Yeeeeessss

[@tim.van.emmerloot]

Hahah 100% accurate

[@m4tth3wh]

Thank you... you just saved me 6:50.

[@burbuluch]

Could not agree more!

[@NikolaiBlak]

You know James, you're the reason I got into coffee. I got my first french press and didn't know how to use it. I had googled how and one of your videos came up. After watching you, I never realized how much more I could elevate my coffee. I've gone from using pre-ground generic coffee to getting my coffee from a local store, grinding it myself and making something I'm proud of, and want other people in my life to taste. So thank you for your videos.

[@firstroundboxing7649]

Do you grind it then make with your french press?

[@riujithetechnician]

Straightforwardness and honesty is what I liked about this channel.

[@NdrewPoon]

Yes, no more..

[@planexshifter]

He is quite likeable. Seems like a very friendly and honest fellow.

[@LongWalkHome1]

Respect bumps up yet again, Owning and taking responsibility for all thoughts, actions, and opinions. This is why I trust a man of this caliber. And i agree with a few others here, grab a coffee and give us a nice fireside chat now and again, its enchanting and your general perspective on things is refreshing. Think I've watched everyone single one of your video's and id say you have achieved your aims superbly. This channel has given me the confidence to get geeky and genuinely pursue coffee as a passion and interest. Please keep up the great work. Its genuinely appreciated

[@jackw250]

James could possibly be the most humble guy on KZbin. I only started watching his videos around 12 months ago and went from drinking standard freeze dried coffee every day to now buying freshly roasted beans from a small speciality coffee roaster in the city I live. I've tried many different brewing techniques using a vast array of different brewing equipment and my love for coffee has increased 200%. I now have my own preferred method of brewing following inspiration from James. Thank you James - keep it up.

[@scottcolby31]

Next step, roasting. "Take the red pill, stay in Wonderland and see how deep the rabbit hole goes!"

[@HughRogers609]

There should be more people like this on YT, who have a clear sense of ethics, and abide by them. Sadly, there won't be. Too many people have a YT channel to channel cash by whatever means possible.

[@Hadouken65]

I trust coffee reviewers who understand that their knowledge is what I’m looking to use to make good decisions for purchases. I’ll watch you trying new things to inform my decisions but also look for reviewers who are aware no matter how expensive or fancy, coffee enjoyment is subjective. It’s also entertaining :)

[@nbashier]

Definitely agree

[@JewiMacca]

2:36 "I have a goal for youtube. It's not to grow my subscribe account or it's not to get more views... I want people to enjoy coffee more and see it is being a little more valuable" Mr. Hoffman ( hope that's not too formal) I applaud your passion and more importantly your integrity. Your honest and non-pushy approach to your reviews and videos are just what we all need. It's because of you I began to make pour overs and utilize your technique for my v60. Thank you and I look forward to many more informative and unbiased opinions.

[@Gluodin]

I am going to miss those moments where you "suffer" from drinking some of those drinks. And I think you have been quite fair to them honestly. But your point here is also fair... What I think you could do, is maybe just to share them specialty drinks as photos on something like Instagram Stories. That way, the audience wins (slightly more content from you and something interesting to try out). Specialty drink manufacturers win (exposure, perhaps direct feedbacks from consumers and hence better product?). You win as well, as I suspect you secretly enjoy those drinks... Yes, we know... Just an idea. Thank you for the great videos as always!

[@quinn1096]

Yeah, I hope James can continue to find ways to showcase these specialty drinks. I enjoy hearing about them and getting disappointed when they don't ship to Canada. Maybe there is a way to showcase without necessarily reviewing.

[@brendamcmahon640]

This is by far my favourite KZbin channel and has inspired me to buy your book and educate myself on the world of coffee! And yes I trust your reviews hands down! Keep up the good work 👍

[@RickLilShore]

We do need a video about the best low-budget espresso makers though. Not the minimum budget garbage ones but the "good enough" ones.

[@madeline3868]

Yeah! Like a good starter one for those that aren’t ready to drop a lot of money on a fancy machine but still want good espresso

[@commonfolk663]

Theres also a thing with used coffee makers, you can get some incredible, but rare finds that just blow you away with price-quality ratio, as long as you know, how to distinguish machine that doesn't degrade and maintains its quality or is easily repairable.

[@jameshoffmann]

I have five interesting machines recently arrived in my studio, from £150 to £500. Hoping one of those qualifies!

[@furiousfoggy]

Good news, might help me finally make up my mind on what to buy

[@mroctarine]

I think a historic review, of machines from the 50's, 60's and 70's (and before) which are no longer made would be interesting to see how they developed, did they "improve" or just change how aspects of flavour were extracted?

[@19Musicismylife96]

This honesty and transparency with the way you do your videos is exactly why I trust your reviews.

[@rob5404]

The transparency through honesty, combined with knowledge, is what really makes me appreciate this channel. Well done!

[@naturekuwaitgardening5814]

I always thought that coffee was just a simple basic drink . I never understood why people would spend a lot of time brewing a tiny cup of coffee, or why they would spend a lot of money buying expensive coffee machines. Until the day I came across your channel and saw the AeroPress review .. I thought it was a reasonably priced tool , so I bought it ; not thinking it would actually improve my simple cup of coffee .. little did I know..!! My homemade cup of coffee never tasted better .. I liked the whole process , I started ENJOYING coffee and so I subscribed to your channel! I rarely ever comment on KZbin but I felt I had too. Wish you all the best.. 😊 🇰🇼

[@fanthomans2]

It always amazes me how much a good guy James is. Thanks for being an inspiration.

[@alexanderschmidt8305]

well he redeemed my respect. His past reviews really came over as snobby. Not only his drink reviews but also the review of the Aeropress Go where he didn't even bother to read the instructions.

[@tobiaseder6910]

@James - that's such a strong move! Your community didn't ask you to clear things up, but you did it anyway. Love the transparency and your self-awareness! I know I speak for many people when I say that your videos are really informative and just great! We thank you for that and we look forward to all the videos that are yet to come! Regards from Austria

[@stephenbakasa2310]

Maaaan, I’m not even into coffee, but your style is just 👌🏾.

[@kasperhip1]

I wasn't either when I first James' Channel. I am now.

[@FlyingPetschman]

same here

[@RobertoBestia]

I’ve been watching your videos now for a year or two but somehow missed this. I watch you not only for all things coffee related, but also for the fact that you are just, genuine. You never give me the impression I’m being misled or being pushed into a certain direction when it comes to products. Watching this video made me cry out of pride. It’s a rare sight in this day and age for someone to realize they’ve made a mistake and to own it. You not only do that, but do it in a public manner where you put yourself in a vulnerable spot. That takes courage. We should all strive to be a bit more like you James. You not only inspire us to enjoy coffee more, but also to be better humans. Firm handshakes good sir, firm handshakes.

[@itsMohtab]

The way you explain things in a scientific way is enough for the viewer to make up their mind on the product you review.

[@chrishutchings9046]

You hit the nail on the head.

[@hopesy12u4]

people are rarely objective when describing or explaining or expressing their opinions on things but he is that rare person who can be Objective yet opinionated. I always thought that his reviews were level headed, never punching down.

[@Adam-ox6zy]

Love your honesty. I’ve been a subscriber for a few months and I am impressed by your genuine honesty in all your videos. Thank you. And I’ve learned a few things along the way👍

[@0rderofTheWhiteLotus]

It is good to know that your justification to need to make this came from external inspiration because I have yet to come across a reviewer of any concept or format that appears as constructive and informative as yourself. The ethics in your comments and decision making, at least on what you've shared on this channel, shine through. So much so I decided to finally comment on one of your videos after who knows how long being subbed. Please keep at it.

[@CaliBup]

I really appreciate this video, James. Your honesty is very refreshing to see. And on another note, your goal of getting people to "like" coffee more was a success, for me anyway. I never quite "got" coffee until your videos, but since watching I've invested in a good grinder, quality beans from a local roastery, and a French Press. I'm loving coffee more than I ever have and am sharing those experiences with those close to me. So, thank you!

[@Oakleaf700]

Sometimes one gets a ''spot on'' coffee.....A coffeeshop at Arnos Vale Cemetery in Bristol gave me the ''best'' coffee I had ever had... The Maker was South American, and barely spoke English... He gave me way too much change, and I had to give him it back...But the coffee was superb. We went back....to be told he ''no longer works here''....and the coffee was just ''ordinary'' The South American man had magic fingers...It was a beautiful Cappuccino...all my family said ''this is GOOD''.

[@libbywelsh4628]

I had this experience of a coffee as well.. I grabbed one from a small shop in Caversham called Geo which just blew my mind. The espresso was perfectly pulled and the milk was perfectly steamed and the two were absolutely perfectly balanced. I couldn’t believe my mouth and I was so sad when I finished it! I’ve been back since but I’ve not had the same barista that I had that fateful early morning.

[@Oakleaf700]

@@libbywelsh4628 It is amazing when we get a really wonderful coffee...It is all to do with the skills of the Barista! Had a really good one at a local coffeeshop after the first ''Lockdown''..went back, was served by another person, and the coffee was tepid and very unenjoyable. The skills are very individual, it seems.

[@johannes4518]

The way you communicate coffee helped me tremendously to enjoy it as much as I am now and to share that pleasure. All the videos about history and the brewing guides, but also your early vlogs. In one video, you talked about how you became a bit picky and therefore less fun for other people to be around, because of your pursuit of great taste. That is a constant reminder for me that coffee should be about pleasure and not hate keeping. If it brings people together (even a terrible cup of coffee at a boring conference), I’m all for it. The taste is a thing I am sharing as good as I can, but also as gentle and as little obnoxiously as I can. This video here reflects all that and shows, how good coffee culture can be. Thank you for caring so much!

[@clari57n]

James Hoffmann, 2020: “I have enough stuff in my life and I don’t need any more stuff”. I came here for reviews about coffee but James’ reviews are so good so he’s started reviewing my own life, and now it’s awkward.

[@geraldhommemusic]

James, you have absolutely changed coffee for the better for me. After starting to watch your channel during quarantine, I have completely changed my daily coffee expereince. I went from a Starbucks shopper, to a at home full on coffee nerd. I found out I don't actually prefer dark roast, but just like coffee that is well extracted. Every day I now freshly grind locally roasted beans, and brew in my V60 with an electric gooseneck kettle. It is something that has brought me true joy in my extended time at home. Thank you for what you do.

[@polbeanz899]

The first minute of this video pretty much tells you why I trust your reviews. :) P.S. still waiting on that Aeropress brewing technique video HAHAHA

[@MrFlyingguy]

During Lockdown your passion for coffee inspired myself and my 16yr old son to bring back to life, (new pump, thermostat, silicon pipes, descale) an Elektra Semi Automatica that i bought 20 years ago and together we enjoy and discuss and argue over who and what makes the best espresso or capuccino ( before 11am of course) regardless of your current commercial interests, i thank you for bringing passion to us.... Best wishes.

[@ThePlayahans]

James really is the man when it comes to coffee.. i hope you know how much we all appreciate your Videos!!!

[@Guerdo42]

Every time you get better. I've been a fan since the Jim Seven blog and you keep surprising me. Thank you so much for all the knowledge and insight!

[@dementia4]

So, a review about reviews. I'm not even mad. That's, genius.

[@walkingmckinney]

I ran across your channel a while back and loved the detail you put into your videos. That detail caused me to subscribe. The way you describe your love of coffee inspired me to up my coffee game from a Moka pot to a full on espresso machine. The more and more I watched your videos the more they encouraged me to perfect my skill. I then found myself missing my simple Moka pot and realized that I’m not the person that has to spend a small fortune on all the espresso gadgets to get a great cup of strong coffee. I then sold off the espresso gadgets and went back to my Moka pot, where I have been very satisfied with the decision. I do thank you for taking me on that roller coaster ride. I wouldn’t have ever done it on my own and never known I was happy right where I was to begin with.

[@sh_rl.lr_hs]

It's good you touched base on the potential conflicts of interest especially in regard to the commercial aspects of the business. Keep on doing what you're doing, James, and thanks for the solid content!

[@allancoxaustralia3521]

Thank you for your honesty & integrity on your purpose for your channel & hello from Australia. I’ve only just found your channel and I think your great. Being new to better coffee I’ve a lot to learn and your have started me down that very large rabbit hole. Thanks again James

[@JohnSFeng]

MKBHD and James Hoffman: When worlds collide

[@happyotakumanmike]

dude, I found your channel recently and not only are you very informative but your personality and sense of humor at times paired with this particular topic is a pretty good combo to make informative viewing on coffee products and related topics a bearable and even pleasant experience. I found this particular video and I had never realized that you didn't review certain types of products because you have vested interests in commercial espresso makers and coffee beans. Its just one more bean in your bucket for me. I do think that a video on how to find good quality beans would be really cool as a lot of us USA folks don't venture past a Walmart or Target coffee bean section and a video on how to suss out decent beans from the Folger look alike would be pretty cool if you could spin one without mentioning brands or something to keep your standard.

[@ilhamfachriza]

Yes. You’ve helped alot of people who still wander in their coffee adventure Including me

[@StrykerBuilt]

well said.

[@nbashier]

It’s certainly an adventure

[@th3rush]

James - I think your honestly and being upfront about what you want and how to sculpt your channel is what bring myself and others to watch and keep watching your content. Keep up the great reviews, experiments and all things in between. Any honest mistake/review is an honest mistake/review - that's life - no judgement should be made! :)

[@bern1005]

You are fairly influential and probably one of the more trusted reviewers on KZbin. While I understand your reservations about the possible impact on smaller companies, surely it's better to just make more considered and nuanced reviews rather than ignore such products?

[@barbaramoore8344]

This has to be the most informative and honest channel on you tube. I love your positive approach and never putting anyone down. Also giving coffee to people that cant afford it during the virus time. Thank you for all the information you provide us. Your videos are the best much skill goes into each one.

[@iangillis2230]

James, I described you to my wife as my "angsty" KZbin coffee guru. You have proven my point. I trust you implicitly. You are a straight shooter. Your DNA stops you from being a shill. Relax, those who follow you know you're giving us your honest assessments.

[@davew1337]

Thank you for the brutal honesty. Your channel is a service to the industry, hobby, etc. Thank you for what you continue to do!

[@61paddel]

A Bialetti, a simple handgrinder, 10 days Quarantäne watching James Hoffmann: my coffee is from another world!

[@DevAvidon]

I can't imagine very many people who watch your channel regularly have ever questioned your ethics. But more importantly, if your goal is to demystify coffee, and open up its vast possibilities to a wider audience, you've overwhelmingly succeeded. I have always liked drinking coffee. But now I love making coffee. My best friend and I video our shots every morning, compare tasting notes and extraction, talk about what went well and what didn't and what we'd like to try. We have a little coffee club together where we try new roasts every month. Coffee has become perhaps my favorite hobby, thanks largely to you and Scott Rao. So thank you, and keep it up! The $5 a month I spend on your Patreon is one of the best investments I've made.

[@bruhmoment-yc5zg]

Love watching this dude's video while drinking a cheap coffee in the morning

[@jameshoffmann]

As long as you're enjoying your coffee - I'm happy!

[@똥쌀짜식]

I don’t really need someone’s view of coffee. Just I try and test and make judgment myself. No one else can make a right or personal judgment For you because everyone has a different taste

[@CedricRBR]

There's one thing I always appreciated immensely about your reviews: the questions you ask at the end about our experience with the product, our thoughts and just generally opening a discussion, not trying to force your opinion on us. This video once again goes even further into that open discussion and diversity of opinions direction. Thank you!

[@Nicoya]

3 years from now: "I must take this time to apologize to both Coca-Cola and PepsiCo as my channel is now a much bigger influential entity than both of them combined, and feel bad for punching down and giving them negative reviews..."

[@armandofajardo1583]

Yes, because your review comes from a place of love for your craft. Even the products that have received “bad” review, I still try them for myself and compare my notes. Your work is good. Cheers!

[@paulolowogboye]

Hands down one of the best coffee channel I've come across. Short and long answer: Yes 👍

[@DavidBrown-xn2pg]

James, you are definitely the most trustworthy and transparent YT channel I watch, and I only watch content I trust. With this video, you have raised the standard your own content even more. Well done, I really admire that and you are an inspiration for us all.

[@patriciamoradamacabulos8506]

2:41 "I want people to enjoy coffee more and see it as being a little more valuable." Happy to report sir that you are doing a good job of it

[@nfucuda]

I just started to go deeper in the special coffee world. And I discovered the channel just some days ago. I have great admiration for your knowledge and work ethics, Mr. Hoffmann.

[@internetshaquille]

ah a fellow endlessly-fret-over-the-principles-of-my-channel patrician

[@alexdavies2023]

This man is absolutely everywhere on Food/Drink KZbin

[@robertbrady3687]

Don't worry my dude, you're nailing it x

[@JL-dt7wd]

right, its not that deep

[@randomgoughster]

You are, by far, the most careful person I am aware of in terms of conflict of interest and making sure reviews are impartial etc.. On several occasions I have wanted to revisit vids of yours only to find you've taken them down beause you thought something wasn't right or wasn't fair or wasn't disclosed. And I think that's a wonderful attitude to have, and it makes me trust the opinions and reviews and experiments that you do share that little bit more.

[@jack_mitchell01]

James please do a review on the best beginner espresso machine. What’s the best machine someone can buy that will make perfect espresso

[@geoffgoldplum1231]

Look into La Marzocco or Simonelli machines, best of the best, honest truth, trust me.

[@Matt-dc8lp]

Have to define beginner. Often beginner means low cost and this is in conflict with "best".

[@olipito]

As Geoff said. Especially Simonelli. Get a used OSCAR 1 for about 300buks and enjoy!

[@JamesChurchill3]

@@ItsCerealWarrior The difference being 'commercial' vs 'home grade'. Home appliances are still fair game.

[@GregorioGuerrini]

Gaggia classic pro/ rancilio silvia... They're all the same more or less

[@Benni-rp9or]

I enjoy your reviews and I think you look at things as objectively as possible. I like that you come at this from a "drink what you enjoy" perspective, rather than a snobbery "you must like what I like" attitude. I really appreciate this channel.

[@devenpatel3044]

Why not instead of “review” a small speciality drink but rather a “feature” of that product, using your platform to uplift. Don’t cancel out your own voice because you feel like you made a mistake, I think you could still like/dislike it without judging it. Your palate favorites are not mine but maybe you have more access to info/products that I don’t have access/knowledge about. Cheers!

[@JeffersonCasavant]

I wholeheartedly agree. A lot of the things he's reviewed, I just would not be aware of otherwise, whereas now I would be tempted to pick one up and try it out for myself. "Featuring" small specialty drinks to bring them to a larger audience, particularly including folks like me who don't run across these things and would not otherwise try them, can be a major positive for these brands. I would like to be clear though that I'm taking for granted that James' messaging in these hypothetical "features" would be along the lines of "I

[@aaronmarko]

So you want him to review the product but not call it a review???

[@JeffersonCasavant]

@@aaronmarko there's more categories here than "review" or "not review". My impression is he's worried about having said that some products produced by small businesses are "horrible" with his large platform and thus had an outsized negative effect on these small businesses. To put it in your terms, yes, I think James should continue to review small businesses' products, and that treating them more gingerly would be enough to prevent that negative effect. I think this because there's a major positive effect, that I've experienced personally, in the form of exposure - and the loss of this positive effect shouldn't be ignored.

[@devenpatel3044]

Jefferson Casavant yes I agree, and to add on, that a review (to me) is part of an informative process. And to the consumers who don’t do their own research; says more about the buyer than the reviewer. If the buyer simply takes the work of the review as Canon, buyer beware. And lastly, I have spent countless monies trying espresso at well reviewed shops, only to be so consistently disappointed that I invested in my own roasting and espresso making at home...it is simply an extent of Darwinism that if something reviewed negatively falls faster. Though it should be said for things in the coffee world there is so little information on products and goods that a single popular voice will have too much weight skewing the results. Hence gingerly views and less bias is best imo.

[@spaceyrat]

Thanks for reflecting and adjusting, James. Your transparency is one of the many reasons I enjoy your content. For future videos, I would love to see comparisons of the "easiest" brewing setups for those of us who do not have much energy to spare for preparation, machine maintenance, clean up, dialing-in settings etc. I used a chemex in the past and a mokapot.. but now I've resorted to instant. I think I can do a wee bit better than instant, but can't spare much more effort. Would love to hear your thoughts. Cheers!

[@AlfiNawarumi]

Trust the reviews? YES! But where is Ultimate Aeropress Recipe?

[@sas3dx]

This. We. Need. The. ULTIMATE AEROPRESS RECIPE.

[@EzraM5]

Been waiting forever. Come on, James!

[@deadfr0g]

Ahh yes, the legendary Aeroprecipe

[@rintsen]

Yesss. We need this.

[@georgegalanis2245]

In a shocking M. Night Shyamalan twist, James will reveal it was the recipe included in the aeropress all along.

[@hjmack]

James, I’m not particularly enthusiastic about coffee but your videos are some of the best content I’ve seen on KZbin. Your obvious expertise, passion and approach is incredibly compelling. I love it and thoroughly enjoy watching your channel. Keep it up 👏🏻👏🏻👏🏻

[@dane1647]

Maybe do spotlights for speciality coffee drinks like Elixer instead of reviews. Like hey this is what the drink is, this is the flavors I get from it, and this is why the drink might be interesting. Those kind of videos would be helpful in putting those drinks on my radar.

[@rikmcrae]

I have enjoyed coffee for 35 years or so, but thanks primarily to your channel, I understand so much more and know why I like coffee the way I like it. You have opened my eyes to the world of speciality coffee and I have dived right in. Thank you so much. 🙏

[@cyrusf.4039]

So how will a small company that is struggling " to get it right" in terms of flavour or what ever become aware of what it needs to do to improve? And how will consumers be guided through the huge content of "stuff" that is continuously released? If not you then who? I think it's fair to qualify your reviews and acknowledge personal preference or even that the product is a first attempt or evolving and could improve, but if you're only going to be "punching up" at companies like Coke and Pepsi to an audience that is already not likely to purchase these products it's just entertainment and not very useful to people trying to figure out where best to spend their time and money. I'll likely watch what ever you make as I really appreciate your use of language and the way all things coffee become sublime. Thanks for all the work.

[@ZTTINGS]

A great example of why I enjoy watching your channel. Hats off, not only to the quality of your content, but also to your level of integrity. Look forward to more goodness. Cheers!

[@neilmcenerney5428]

This is the healthiest relationship I've ever been a part of

[@aidansomerville773]

Great video James - and nicely done on the Elixir Coffee. Your point was very well made and totally agree.

[@willygalvin4534]

Short answer... Yes

[@kevynhetu5404]

I really admire your candor and your goals of positivity. I see you as a purveyor of possibilities. I really like the "here's a thing to try, do with it what you will" approach. Can't wait to see more!

[@R6VIIshooter]

5:24 "they don't care what I think" The Coca Cola Company would like to know your location.......

[@johnblack2927]

@@BlueHen123 and every time he visits a Costa too!

[@stevenmhensley]

Understanding and caring about the impact of your platform is rare today. Much respect.

[@LasstUnsSpielen]

You should do this more often: Put the camera on, grab a drink and talk about stuff.

[@CristinaJoaquino]

Agree.

[@vincentiusgondowijoyo9070]

podcasts, yessssss

[@mrthemuffinman246]

Hi James, I just wanted to share one reason that I have always found your reviews, even those of smaller coffee companies, very fair and helpful: you are never completely negative and always understand that your opinion of a product is always based on your taste and opinion. I have always appreciated that even if you clearly don't like a product you still try to pick out its good aspects and speculate who might enjoy it and for what reasons. keep up the good work!

[@gedog77]

I will miss some of the “I drink it so you don’t have to”. There, I said it.

[@shokoku10]

Thank you for your transparency . I always enjoy your videos and the knowledge you provide. To me it is an interesting “conversation” that we all have whenever you post a video. thank you for your sincerety and knowledge. Keep up the good work.

[@Cunboss]

I wonder if companies check your invoice or delivery adress and be like : "hmmmm, sounds like James is going to review that"

[@jameshoffmann]

They do.

[@jacquesdemolay5171]

After watching this video, I imagine companies scouring their database and flagging any names that even resemble "James Hoffman." Jim Hoffman Jimmy Hoffman James Hoff J. Hoffman etc...

[@Cunboss]

@@jacquesdemolay5171 Jimseven

[@jarleygarden3671]

Jimmy Hoffa...

[@MorzenMebs]

@@jarleygarden3671 could this be a new conspiracy theory? Jimmy Hoffa disappeared and came back with a British accent to review coffee

[@ajthegreat2006]

Hi James, Great to see a refreshingly honest person who hasn’t been sucked into the ‘most subscribers however possible’ mentality of KZbin. However, as I think others have mentioned, please don’t forget your reach and influence could also help some of the smaller companies with niche products. Somebody may have never seen or heard of a product but your review may prompt them to try it. I got into coffee in a big way after finding your channel and I have, admittedly used your channel to influence some of my purchases along the way, certainly I use your brew methods as my start points. I’ve used square mile coffee because of your channel, but that was just the start. The more you talked about different tastes and experiences the more I’ve wanted to try new things, to the point I’ve now had to devote an entire cupboard to jars of different beans, from speciality ones, to store bought ones for comparisons and for those who demand 6 bags of sugar and 3 pints of cream in their coffee and wouldn’t know good coffee if it slapped them in the face despite my attempts to educate. I’ve bought equipment since that you didn’t have the best things to say about because I used other people’s voices and didn’t use you as my sole opinion. But like I say, I honestly believe you could help kickstart a company with a new product by giving it the exposure it may not otherwise get, and rather that be through you with an unbiased and educated view than some of the commercially driven channels out there who have perhaps even more power to unfairly turn somebody off a product without the transparency that you always give your viewer.

[@iggywow]

00:33 Don't call out the cynic in me like that

[@arnolddezilva4388]

You may have heard this on numerous occasions, however I must say it once more. You sir are a treasure to the coffe world. I used to be a man who assumed I am a "coffee person" based on the cups I drank per day. But I couldn't have been more wrong . All started from me trying a nespresso few months ago in a hotel room and thinking that's different which let to research one pods which let to research on home brewing which led to you. In the past few weeks I have learnt so much and started to really appreciate coffee in a whole new level. You are gifted with a captivating presence and knowing that you use your knowledge and skills so responsibly makes you probably the trustworthy youtube channel I have come across. So in short, Thank you James for leading me down this Rabbit hole which I really enjoy being in. P.s looking forward to one day in the near future getting my first ever esperesso machine at home, pulling my first shot,making a sour face and with a british accent say "that's horrible ".

[@JimAlaska49]

Don't cancel yourself. You've gotten to this point by being who you are. Changing that, changes the uniqueness of your brand and then it just gets lost with all the other channels.

[@carolinerobillard5411]

Part of me doesn't need to watch this, James is so open and transparent. Not to mention thorough, practical and sincere! Love him and this channel !!

[@adrosjp]

MKBHDxJames Hoffman Collab please!!!

[@jameshoffmann]

I don't think Marques likes coffee, sadly...

[@MohanKumar-xn9vr]

@@jameshoffmann could always do coffee inspired tech...

[@leeger1204]

James Hoffmann maybe he needs a collab with you to make him like coffee! Hahahaha

[@arrol01]

MKBHD doesn't like coffee, Peter McKinnon makes MKBHD drink coffee for the first time, and MKBHD rates a coffee a C+

[@godofdefeat]

@@jameshoffmann Wait, people like that exist??

[@sdjohnston67]

First rate, James. Much respect. Love the honesty, transparency, and desire not to hurt--even inadvertently--small business owners genuinely trying to make the coffee industry better. Refreshing to see someone really thinking about what your intentions are and how these ought to inform what you do with your platform. You're a class act, sir!

[@GymLeaderOli]

James your integrity is outstanding, I love your channel since I found it at the start of UK lockdown. Since then I’ve come to appreciate local roasters, and found myself the proud owner of a Wilfa svart grinder, Hario drip scale, filter subscription to Square Mile, and a book called World Atlas of Coffee you may know of. Keep doing what you’re doing, it’s very appreciated!

[@Shaun-Vargas]

This was hands down the most uplifting video I've seen today, thank you for not wanting to punch down a small company.. and honestly at times you've helped them I'm sure because I have more than once been influenced to buy and try new coffee products because you gave them a try.. but thank you for using your voice to do good and not bad!

[@ProgramKiraTV]

Upgraded from a cheap-o drip machine I’ve had for like 6 years and got at target for like $30 to a Breville. Your channel helped me feel comfortable with my buying decision and after tasting both, I can’t be more happy with my morning cup of joe and actually enjoying it. Thanks! And keep up the great work

[@kevintremblay1211]

I have enjoyed your channel since the day I found you and I can't wait for your new video to post so I can go watch and learn something I did not know before then. Please keep doing what you do and stay honest in your approach that is what has kept me as a subscriber all this time. Kudos!!

[@YoshinKwee]

I really like this. I enjoy being able to disagree or have my question marks with some of your views, because I don't feel shamed or gaslit by your videos. Sometimes it's too detailed or jargony, but the more I learn, the more I understand with newer videos I watch. And this video only reassures me in the decision of checking your videos first before a new purchase on my end. It's really nice to find an actual person on the internet.

[@lnu2372]

You sir have achieved your goal. In my early 20s I tried to do coffee well and failed miserably. I didn't understand grind, brew time and how each correlated to brew method. Since finding your channel my passion for coffee has been renewed. Ive invested in a grinder (timemore chestnut) pour overs (both a v60 and a chemex) and a good kettle (brewista artisan). My coffee although probably not fantastic (I have nothing to compare it to haha) has gotten exponentially better. I can say this simply and completely due to you and your tutorial and review videos. Thank you for your videos, for my renewed love of coffee and thank you for making my quarantine that much easier.

[@jay_tesst]

Oh James Hoffman, how much I do like your way of thinking and your work ethic on here. What you just said just makes so much sense. Thank you for this!

[@rustymarc]

Honestly I wish more of the content I watched on KZbin was like yours - not just because I'm in the coffee industry but because this is the kind of honest, unbiased, personal content that I feel makes the platform relevant and enjoyable! So from a tiny one-man roasting operation all the way over in Australia all i gotta say is keep it up! Love your work!

[@eyesofnova]

Just wanted to comment that appreciate a constructive review that looks at all aspects of the product and not just goes for the throat constantly. I had issues in the past with reviewers who got popular for being ruthless. You are not that kind of person and I'm grateful for that. Please keep doing what you're doing, and thank you.

[@KarltheKrazyone]

I like how you phrased your purpose, and I think that it put into some more concrete terms what I've been considering for my own project. I like how your reviewing style also educates, and its something that I hope to emulate to some degree.

[@tomwalker9347]

One of the best things about the channel is your honesty and integrity. Which should not be so rare!

[@infinity95ua]

Even though not every your video is useful for an average barista-at-home, but all of them are interesting to watch. It helps to broaden horizons of understanding the coffee. Since I started to make a coffee by myself, your channel helped me to understand and enjoy the coffee more. You are doing great job and big thank you for that.