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According to Pollard, right after the mass acceptance of coffee, there was a noticeable shift in the public zeitgeist. People finally had the option to switch from drinking alcohol to drinking a non-alcoholic beverage that gave them clarity of mind and energy. With this new substance coursing through their minds and bodies, they suddenly had a sense of “clarity” they didn’t have before. They didn’t get as “tired” or “numb” as they would with alcohol.