My guess is that there's similar stories to be told about coffee and chocolate - both of which now have fanatical followings. I'm sure they've been been told, but I have not yet read them.
On a related note, This American Life recently did an interesting item on the birth of the artisnal toast - well worth a listen.
The "artisinal toast" aspect is the least interesting. It's an amazing story about a person dealing with their own mental illness, with some good startup advice mixed in at the end.
"Just get some cups. Brew some coffee. When you run out cups, close the door, and go get more cups."
On a related note, This American Life recently did an interesting item on the birth of the artisnal toast - well worth a listen.