Let me clarify the product concept for anyone who hasn't seen it in the other thread.
The goal of this was to be a coffee replacement, not just a coffee flavoured protein powder.
We have fans telling us they mix certain Select flavours in coffee (CnC, snickerdoodle, vanilla) and there are also people who regularly buy very calorie dense coffee drinks.
It is potentially a very healthy swap from something lower in protein, higher in fat, higher in sugar and higher in calories to something that is high protein, low calorie, low carb and low fat.
However, if someone is in the habit of having a morning coffee, substituting it with regular coffee flavour protein powder isn't likely to do the trick because a lot of people are drinking coffee for the caffeine and not always strictly for the taste. We could have made a coffee flavour Select but decaffeinated coffee sales are estimated to be only a tiny percentage of total coffee sales which emphasises that when people drink coffee, most of them want caffeine in it.
Therefore a coffee flavour Select wouldn't have worked well as a coffee replacement unless we included caffeine (100mg is there to replicate an average amount that a coffee drinker would consume, depending on the coffee type of course).
This is why we made Select Cafe Series vs just a regular flavour of Select. It is designed for people to replace their usual higher calorie and indulgent drinks with something that is lower in calories and higher in protein.
This is why it is not designed as a regular protein powder. If someone drinks 2 scoops of whey per day and replaces that with 2 scoops of Select Cafe Series, they will be consuming an extra 200mg of caffeine per day which many would see as a negative. On the other hand, if someone is drinking macchiatos, frappes and mochas regularly, they could be saving themselves hundreds of calories per day.
To reiterate for someone who wants the tl;dr version, it is designed to be a coffee replacement with healthier macros, not necessarily designed to replace regular protein powder usage.
I hope this makes sense.