This story seems to be about corporate coffee sellers, not about the best coffee. I would agree that Starbucks, Dunkin Donuts, and McDonald's sell a lot of coffee, but when it comes to quality, value, personal service, and atmosphere they are stale and cold. That is what happens when you have mega-chains.
If you are going to compare coffee, why not skip these mass marketers and cover local coffeehouses? Oh, you say I answered my own question when I called them mass marketers? So you are saying they are also mass advertisers? Ah, ok. The circle of press coverage makes sense. Those who can buy more ads are more worthy of flashy graphics and big news coverage.