A blind taste test attempts to eliminate prejudice and bias. For the most part, however, we’re not tasting blindly.

A certain variety of coffee might be voted best in the world — out pacing all its competition.

But how does that winning brew compare to a decent cup of coffee enjoyed with dear friends? How does it compare to a better-than-average pour while sitting in an idyllic setting? Or to the kind whose aroma recalls a sweet memory from the past?

Our judgement of a thing is often a function of its context.