For matcha haters. Most cafes buy the cheapest matcha to use for their matcha lattes for obvious reasons. There are specialty shops that buy matcha made from 1st and 2nd tea harvest because they know that culinary grade is so bitter that it is not great for lattes unless its drowned in sugar. And even then, you'll still get that distinct bitterness of matcha. Hence you say matcha taste like grass. But, if you love that matcha bitterness, and I know there are some who look for it, are happy...