Location is everything. I do not know how this place actually does for business as I've only been a few times. However the times I have been there almost no one else is in there compared to Starbucks on East which would be near packed at the same time of day.
This saddens me a bit because I love good coffee shops and the coffee here is much better than Starbucks.
The atmosphere is nice and even though it looks plain from the outside because it is in a little shopping center, the inside is quite amenable to work, study, read or host business meetings or coffee dates.
I'd like to see this place do well simply because I like the coffee. If it was in a unique building in a trendy part of town, this place could be killing it.