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According to the article they see the main use for industrial scale production of coffee/espresso based drinks, in that regard it does make sense. For home use not so much even if there could be some niche market for cold espresso drinks at home, using less ice would allow for less dilution and faster than prepping and then refrigerate the coffee. I sometimes put concentrated ice coffee into my whey/oat shakes, but this is indeed very niche use even for me.
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I have friend with a Jura coffeemaker.

Makes nice coffee, but I don’t think it’s worth the cost (but he has a lot of money, so it’s not a big deal for him).

I envision some fairly high-end kit, coming from this.

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They explicitly mention large scale producers for mixed drinks as a massive target audience. E.g. iced coffee manufacturing will be heavily impacted, they would normally need to heat the liquid, extract the coffee and then cool it back down.
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If I read it correctly, they did espresso and filter taste tests at room temperature (thought they don't state the exact temperature, and how they managed to brew filter coffee with the described setup). Overall the press release is somewhat misleading in what the goal is until the part you mention. If the focus is industrial production of cold, mixed coffee drinks I'd have expected more quantitative measurements instead of taste tests. Testing how well your coffee is extracted is pretty trivial with the right equipment.
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There's plenty of TDS and other extraction charts in the actual paper.
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> But people want to drink coffee/espresso hot

An awful lot of people drink iced espresso drinks these days. Room temperature (or below) brewing would make a big difference to the dilution in those drinks.

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To be fair, precedent has already been made with cold brew.
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I usually forget about my coffee anyway until it's cold.
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