First, it sounds like a science project, with lab coats. Second, it uses very heavy filter paper, which make even mediocre beans taste great, as it leaves much bitterness in the filter. Third, it's a fully manual operation which requires a few brain cells (but less than a french press). The coffee comes out so smooth, it's more like breathing oxygen than drinking coffee.

The downside is I break one every few years, and then I'm out of commission. But I see now you can even get them at Amazon (sort of). But it's seriously my fave way to take caffeine.... 'A pot in every cup'

In the afternoon and evenings, I switch to Mt Dew, but the first 5 hours or so are dedicated to coffee.