Celebrity brands should always be treated with suspicion. In most cases, they’re not the product of passion and genuine care, but rather, little more than an endorsement deal, in which they slap their name and fame to an overpriced white-label good. For example, companies like Masteroast now develop, roast, package, and generally run celebrity coffee brands, which they market on Instagram. But, even if the brand is a genuine passion project from a celebrity who’s involved and cares, there’s still reason to be skeptical.