It's 2011, and four engineers and designers are at a Dublin cafe, sipping on coffee and talking about their unexceptional and wonted work lives. This sounds like the title sequence to a bromance, feel-good movie. But in this case, the discussion revolved around a plain gesture. 

It so happened that the owner of this particular cafe-shop in Dublin remembered all of his customers' preferences! That simple action led to the realization of how impersonal and spammy business had become.