Why you'll go: They have great coffee. The baristas really know what they are doing and make outstanding espresso/americanos. If you're lucky, Quinn will be working, who is (in my opinion) the top barista in the city.
Why you'll keep going: The food is good too. I drool over the Pain au Chocolat whenever I'm in there. They have great salads and soup as well. Moderate portions of high quality food.
Why you'll love it forever: They LOVE coffee. They'll let you smell beans, try things and explain anything you're curious about. They have a shortlisted menu of beans for you to try, but none of the experience comes across as being pretentious. They're just passionate about coffee.
What could improve: I'd like to see a couple of gluten free options aside from salads. Some small chocolates or nuts are my ideal pairing with coffee. Also, if they were the first place in town to start serving a small glass of sparkling water beside their espresso, I'd consider not going anywhere else.