Nah, I think it just appeals to someone who wants a solid dose of caffeine without it being in a hot beverage. I work outside most of the day, so during the summer I drink iced coffee, not because I love iced coffee but because I don't want to get even hotter just to get my caffeine fix. So that's my reason, but I think other people might like cold brew just because they don't like hot beverages in general. My son is generally like that.