h2g2 The Hitchhiker's Guide to the Galaxy: Earth Edition

"Interestingly, shade-tree growing was the traditional way of growing coffee before the industry became as commercialised as it is today."

What so many people forget these days is that the "new fangled" or "fashionable" organic farming methods, used to be the only way. Humans have very short memories, like forgetting that 50 years ago, the price you paid for groceries from the corner shop was the regular price. When supermarkets came along, everyone said "Oh, aren't these prices cheap!" Now that supermarkets are everywhere, people see their prices as the norm, and say about corner shops "Oh, aren't those prices expensive, they must be ripping us off."