I think most of the coffee sludge drinkers are more signaling about (admittedly toxic and resulting from exploitation) work ethic than any particular loyalty to the brand of stimulant sludge in the office coffee pot.
Black Rifle coffee specifically seems more like a conservative version of the liberal Starbucks drinkers in the 2000s who drank it because it signaled their politics and in spite of the burnt beans.
I think most of the coffee sludge drinkers are more signaling about (admittedly toxic and resulting from exploitation) work ethic than any particular loyalty to the brand of stimulant sludge in the office coffee pot.
Black Rifle coffee specifically seems more like a conservative version of the liberal Starbucks drinkers in the 2000s who drank it because it signaled their politics and in spite of the burnt beans.
Plus, some people have grown accustomed to the burnt flavor and enjoy it.