There is a great article in the most recent Fresh Cup magazine - you should really try to track it down and read it. Titled Believe What You Taste, An Interview With Stephen Hurst it goes into detail about some of the key issues in the coffee world today, and does a really fantastic job of enunciating these issues.
In particular, there is some great stuff about the misunderstanding of the concept of "origin" when used in coffee. The article goes into detail about the confusion (not just among consumers but more importantly among coffee professionals) about the concept - and in particular about the resulting idea that somehow coffee from a country is "all the same." The obvious link between this problem and cost resistence is brought up as well.
It's a fantastic read - and if you're in the business you should really try to get a copy.