The Swiss Water company's coffee is caffeine-free. 
The Swiss Water company's coffee is caffeine-free.  - 
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See if you can spot the fatal business model flaw.

The Swiss Water Decaffeinated Coffee Company opened a new coffee shop in Manhattan last Friday called the Swiss Water Coffee Studio. It serves, yes, only decaf. 

Here's a hint: that, right there, is the flaw.

To be fair, it's just a pop-up — only gonna be open for a week.


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Follow Kai Ryssdal at @kairyssdal