Within the coffee industry, kopi luwak is widely regarded as a gimmick or novelty item. The Specialty Coffee Association of America (SCAA) states that there is a “general consensus within the industry…it just tastes bad”. A coffee professional compared the same beans with and without the kopi luwak process using a rigorous coffee cupping evaluation. He concluded: "it was apparent that luwak coffee sold for the story, not superior quality…Using the SCAA cupping scale, the luwak scored two points below the lowest of the other three coffees. It would appear that the luwak processing diminishes good acidity and flavor and adds smoothness to the body, which is what many people seem to note as a positive to the coffee.” Professional coffee tasters were able to distinguish kopi luwak from other coffee samples, but remarked that it tasted “thin”. Some critics claim more generally that kopi luwak is simply bad coffee, purchased for novelty rather than taste. A food writer reviewed kopi luwak available to American consumers and concluded "It tasted just like…Folgers. Stale. Lifeless.