I like Kona too. I think it's a little pricey for day to day drinking but enjoy it a couple times a year.
I worked in a restaurant as a kid, and they served Kona coffee as part of the meal. I really enjoyed it. A year or so after I started working there they switched to a canned liquid instant coffee that was awful.
I don't know why they switched, and can't think that the canned instant coffee would be cheaper except perhaps for less wasted coffee [With the Kona they had two urns with about 5 gallons (I'm honestly guessing the volume here: the machine was 2 1/2 feet tall and each tank was about 14" in diameter) in each urn so they wasted a few gallons each night.]
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