If I, a purveyor of coffee, sell you a $5 pour-over because I legitimately believe that the pour-over is the apex of coffee appreciation and worth all the artisanal flourish and attention to detail, I am authentic.

If I, a purveyor of coffee, sell you a $5 pour-over because I read in a food service magazine that it was the latest hip thing that my customers would soon demand, I am inauthentic.

If I, a purveyor of coffee, set out on a global quest to increase the availability of good coffee because I believe that the world deserves better than Dunkin' Donuts, I'm authentic.

If I, a purveyor of coffee, rebrand a milkshake as a white chocolate mocha frappuccino because I believe you'll pay more for it than a milkshake, I'm inauthentic.

Fundamentally, we are fragile and self-conscious about our values. When we find someone we approve of with a greater stake in our values, they are reinforced. When we find someone we disapprove of attempting to pander to our values, they are further reinforced through opposition to the other. "I like good coffee" so "I buy it at Stumptown because they believe in good coffee." "I like good coffee" so "I look down my nose at Starbuck's because they're just trying to make a buck." "I like good coffee" so "my self-image suffers when Peet's buys Stumptown."

There's a brewery up here. Elysian. When I left, they had three restaurants and you could buy their beer at like two markets. They were obnoxious; I wish I still had my "Elysian AK-47 Malt Liquor" shirt. They're famous for this.

Wanna see Redditors lose their shit?

https://www.reddit.com/r/Seattle/comments/2tfa52/elysian_confirms_anheuserbusch_rumor_is_true/

BAM - "authentic" to "inauthentic" through one shift of values, complete with heinous backlash because of the "betrayal" of their audience's core values.