'Black as Hell, Strong as Death' vs. 'Espresso Yourself!'

The stairs leading to a new cafe in the GOD ('Goods Of Desire' - more on this in another post) store in Causeway Bay. Love the line - coffee should be black as hell, strong as death (anyone who knows me personally is aware of my penchant for strong joe - 'chewable coffee' as I call it). Definitely the kind gritty urban cafe I'd like to visit. But then they totally ruin the effect the next step up - be a coffee drinking individual - espresso yourself! It seems the copywriter was worried that he'd gone too far with strong as death etc. and then wildly overcompensated; espresso yourself! seems better suited for a coffee, potpourri, & scrapbooking shop in Indiana, specializing in delightful 'flavored coffees' like Hazelnutty...