Costa is supposed to be preferred by female customers. Not sure why!
Costa really has been very impressive in the way that it markets itself, designs its stores, locates and co-locates and merchandises its products. I assume that they’re some of the reasons that Coca-Cola took interest.
The beans are the same and the milk same so some drinks could taste similar. I don't mind a black americano from a machine, but it doesn't have the same crema as a good quality barista made drink. For more complex drinks a machine is not going to be able to deliver the same quality drink as a skilled barista as there is feedback on the jug through vibrations, the sounds made from the milk etc which a person could react to. Equally the pour from a machine may be consistent but can't adapt for different quality milks or temps etc. A person can see if something has gone wrong and rectify it, a machine can't, a person can apply their personality with latte art etc, which a machine can't. A well-looked after machine however could deliver a more consistent product compared to an unskilled barista. These are just my personal observations.
I think that you’re absolutely right, too. A well-maintained barista machine is superlative, but if it’s not looked after, it’ll be worse than instant. It’s absolutely analogous to well-kept real ale, and an overly warm can!