Experience is preferential. Your example perfectly explains that. I have not said that artisanal coffee and experience have to be different. In fact, artisanal coffee can be part of that experience, as you point out. It is up to the company to decide how they want to grow. And in this case, Third Wave focuses on the "experience" of the cafe. Blue Tokai, on the other hand, is more focused on their coffee, with direct sale of beans to corporate clients taking front seat.
But again, experience changes from person to person.