Not that many years ago, coffee only came in regular and decaf, and most households had a choice between just three television channels. The world has changed tremendously. Consumers now expect everything to be readily available, delivered overnight, in any color they desire, regardless of what they are buying. Amazon and Starbucks created these expectations and now consumers desire instant gratification. If we think we can serve the needs of the 78 million Baby Boomers and their families in the same way we served their parents, then we are whistling past the graveyard.