Maybe English is a second language to the Lavazza Family

"For over four generations, the Lavazza family has been perfecting the art of blending coffee."

How can a family "perfect" the art of blending coffee "for four generations?"  Either the art has been perfected or it hasn't.  Once it's been perfected, it can't be perfected any more.  So shouldn't this ad really say that "for over four generations, the Lavazza family has gotten better and better at blending coffee?"

Also- why are all the other ads for this stuff so chock-full of stupid celebrity cameos?  Why does anyone think that this is the way to sell coffee?

Finally- America runs on Dunkin, and there's a Starbucks on every corner. Does this Lavazza family really think that Americans are still looking for "perfectly blended coffee?"  We're not.  We just want the caffeine.  If we cared about the taste, there wouldn't be a Dunkin Donuts every fifty yards in New England and a Starbucks every fifteen feet everywhere else.