Exhaustion is a powerful force, a disease of modern society. It empowers laziness and complacency. It diminishes goodwill and cheerful cooperation. A fundamental lack of rest destroys productivity and gives rise to careless mistakes. In aggregate, exhaustion is a great economic detriment.
Thus we do everything we can to fight exhaustion. Coffee is one way to fight the symptoms. The proliferation of energy drinks, such as Red Bull, illustrates that we crave better, stronger, longer ways to remain sharp. Although it's hard to believe that anything but sleep or meditation can fight the fundamental illness, any organization that comes close to curing the disease (without significant side effects) will quickly build a global brand, a powerful counterforce.