This is true at Starbucks too, the freshness of the brew is not why their coffee is bad. This is the company that sold charcoal as French roast for years before anyone noticed it was so overroasted it tasted like bad fish and ash. (I’ve never had a more difficult roast to find a pairing for - Smore’s is the answer, if anyone cares, to make starbucks french roast not taste awful)