Hipster Barista aka Dustin Mattson is an actual barista, 5th place finisher in the Southeast Regional Barista Competition 2010, and 27th place at the US Barista Championship 2010. He's not a fan of how the meme portrays him as pretentious, but said, "the whole thing only makes me want to work harder at my job, make better coffee, serve my customers better, and bring more positive exposure to both the company I work for, the barista profession, and specialty coffee as a whole."