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wow, that's a great quote for future reference!

"The retailers have refused to settle because they firmly believe there's no cancer risk from the acrylamide in coffee, said Joe DeRupo, a spokesman for the National Coffee Association. A representative of Starbucks referred to the association for comment on the case.

"We don't want to have to put a label that would be false speech and that isn't scientifically accurate," DeRupo says.

The few coffee sellers that have settled rather than keep fighting, including BP Plc, the franchisor of "ampm" convenience stores in the state, were weary of the case and figured that people in California are so accustomed to seeing the signage that they will tune it out, according to DeRupo"
Ok, so it's a guy from the national coffee associstion, saying that's what they thought. It's in the oregon live article i linked.