Personally i don't derive any comfort from coffee i actually really dislike the taste and smell.

My point is that, between the large variety of personal needs and desires, life has in many ways become compartmented in controlled sections. For example a commute but also things like a travel, vacation, lunch-break, post workday, workweek/weekend.

Capitalism directly benefits from perceiving these sections because it simplifies and generalises the consumer patterns. When people are within one of these sections while having similar feelings it becomes an opportunity to sell these people the potential to fill one of the needs that come from these feelings.. comfort.

Take people who use public transport to get to work, a strict routine which may include waiting a specific amount of time at a spot every day.

There is also the thing with coffee specifically that if we are really honest and understand caffeine as a drug then it makes sense to have a little performance boost to start the work. As a non coffee drinker its why i crack open an energy drink every 7am.