Exactly. Struggling sales and beating small competitors.

I think most of coffee houses were created for earning money, but not ONLY for earning money, there are many different and more profitable ways. 
But we're talking about consumer choice.
Yes, many devs have left development (maybe some of them wanted instant profits with premined and instamined coins, but not all of them).
People continue using some coins, love, try to develop them, currently some altcoins are just like hobbies, and so are some coffee houses.
Some of them have changed owners and managers, but have the same brand and signboard that people get used to.