Absolutely, I totally agree in general.

For coffee culture in particular it's strange, because what's the aspiration? To drink lots of coffee? Great, but I struggle to find a higher purpose in that.

In coffee culture, there's some common sense of belonging and easy identification with others -- drinking lots of coffee is like being a fan of a popular sports team. It makes for an easy catchphrase and set of jokes that can go on T-Shirts or Tinder bios. It's an easy way to create a persona, and stereotype yourself a little for others to feel like they get you more easily -- "that's Jay, he's 6 feet tall, loves coffee and flying kites, rides a motorcycle". But, at least to me, it felt like a bland or uninteresting thing to advertise about myself.