His point about scoring metrics makes me think about Goodhart's Law. People will aim to optimize for metrics being sought and 'an enjoyable at home cup of coffee' will be pushed to the wayside even if, which is probably doubtful, that was what said metrics were supposed to capture.
As far as ideas about 'pure' coffee... I find discussions about purity to be a bit suspect when we are talking about a processed product. In my mind traditional is often a better word to use than pure as it is a processed product. That aside about terminology out of the way I think at the end of the day it comes down to what you enjoy, there is no God of coffee out there decreeing from on high that coffee is supposed to be prepared a certain way. I may not enjoy what you enjoy but you do you and I'll do me. Life is much too short to get worked up that other people are enjoying coffee the 'wrong' way.