Shaun Clayton took a bunch of public domain coffee commercials from the 1950s and 60s-era and “edited them down to just the moments when the guys were the biggest jerks to their wives about coffee” (Clayton's words, not mine). The point of the exercise, I hope, was to not only show off these jerks, but to show the weird attitudes that were going on in advertisements and culture at that time. Nothing accomplishes that better than mashing up the scenes, placing them side by side, showing them one after another. It gives a clear historical reality to views we’ve seen treated artistically in shows like Mad Men. And, it shows a bunch of jerks being snobs about their coffee. If you're gonna be picky, make your own!