To emphasize value, quality, and image as Roman had suggested, the consumer needed to be made more aware about what made coffee worth the price. And so the specialty coffee was born. The vision was a type of coffee to appeal to every person, including flavored coffees for the "soft drink generation." Coffee for the aficionados, the penny-counters, those on-the-go, and certainly the senior community who were already strong supporters. Coffee was meant to permeate every aspect of life, and thanks to the response of growers and retailers it did. Smaller roasters marketing individual brands found a niche, and consumers complaining about paying $3/lb for tasteless coffee were more than willing to purchase specialty coffees for the additional dollar or two more in cost.