"Hello Ryan,We agree that coffee should be simple. At the end of the day brewing coffee is a simple extraction process. Coffee beans though are not so simple - they are made of 1500+ chemicals. To make sure the chemicals that make up good flavor, brewing parameters (such as water temperature, coffee-to-water ratio, and total dissolved coffee) need to be controlled.Our team is a group of friends who love great coffee. We bought tools to control those parameters at home. They work well but require practice and time - which proved to be a big problem when we're groggy and grumpy in the morning. Our intention for creating this machine is to simplify the control process for coffee lovers. Instead of handling different tools, you could just do with one.You as a user do not need to program the machine every morning. Once you have dialed in your perfect cup setting, the machine can make that cup of coffee at a press of a button. The process of finding your perfect cup is also streamlined to be very easy. After you have that coffee, you simply tell the machine if it's too bitter or strong through our companion app. The machine then makes the necessary changes in brewing parameters to account for your feedback. Hope this helps!"