I had given up coffee for awhile but my husband is a huge fan of cold brew and when we got this machine, he convinced me that the cold brew flavor is one that I would enjoy. He was absolutely right! I actually really love the flavor. I feel that you get premium quality coffee flavor that you would normally pay a lot for at the coffee shop, but now you can have the same thing at home, which is cost-effective over time. This is easy to use and yes, lives up to its rapid name. If you love coffee and want to take your coffee making at home to the next level, this is a must-have!