I could see The Atlantic falling for this shit - they're practically paid coverage at this point - but honestly I expected better from you.
Rather than going through the two or three dozen specific fails in this piece - I'll simply point the readers to my comments on the two previous pieces in the series (by which I refer to Illy's 2 "paid" pieces in The Atlantic here, and here). And then I'll make two "meta" comments.
First... Salon... you know better. You should have talked to a couple folks on the "other side of the table." This looks like chumming for attention now. Come on. Don't be pathetic.
Second... I guess this means that speciality coffee in the US has grown up. We now have one of the largest espresso companies in the world investing money on a media and PR tour hoping to counter-market against the growth of these new competitors. Congrats. I guess.
Update: If you're interested in this topic, you should read James Hoffman's post on the subject (and participate in the conversation about it).